A Study On The Integration Of Digital Publication Of Industrial Chain

Digital Publishing is a publication of the publishing industry with the rapid developments of the Internet. In recent years, the development of it is quite fast. With the gradual promoting of the economic integration and globalization , the market competition is escalating , which is transformed from the competition between the products to the competition between the industrial chain. At the same time, the efficiency of industrial chain is becoming one of the core competitiveness. The industry chain integration Of digital publishing establish a link between the digital content providers, digital content publishers, digital technology supportors, network operators and readers (including product contact, technical contact, logistics links, capital contact ,management contact , value contacts, knowledge contacts, etc.) in ordre to realize the optimal allocation of resources and to improve the efficiency and effectiveness of the whole chain of digital publishing industry.At first, this article related the theories of digital publishing industrial chain and integration . It also states the definition of digital publishing industrial chain and integration and makes clear of the significance of the digital publishing industrial chain and integration. Then, the paper studies the structure and characteristics of industrial chain of the digital publishing. The industial chain of digital publishing mainly consists of the upstream, midstream and downstream , which has the following characteristics: independence of the main body, dependence of the aspects and diversity of the value , convergence of the media and so on. On the basis of the analysis on the current situation of the publishing industry chain, this paper points in order to develop the digital publishing industry of China fast, the digital publishing industry must be integrated. Finally, the paper makes a research on the models of digital publishing in details, which mainly including the model of horizontal integration, the model of vertical integration, the model of network integration and the model of horizontal integration includes the integration of technology and content, the model of vertical integration includes the intergration of products and channels, the model of network integration includes the capital, values, knowledge and talents.The main innovation of this paper lies in the concept of digital publishing industial chain and integration based on the results of previous studies and have made detailed analysis to the structure, characteristics and problems of the industrial chain with the theory of industrial chain of digital publishing. It also raised the corresponding industial chain integration methods of digital publishing.for different types of industrial chain.