Research On Value Chain Governance Of Digital Publishing Industry In The Context Of Media Convergence

Digital publishing is not only a revolution in communication technology, but also in means of communication. In the context of media convergence, the traditional publishing industry has accelerated digital transformation, and digital publishing industry's development has been rapid. However, there has been no suitable market structure, business model and governance framework in China's digital publishing industry. Therefore, this paper tries to analyze and discuss value chain governance structure and governance model of China's digital publishing to promote transformation and upgrading of China's publishing industry.Based on modern journalism and communication theory, industrial organization theory and analysis framework of value chain, this paper reviews relevant literature, and summarizes characteristics and trends of digital publishing industry. Then we compare and analyze the division structure and distribution of benefits on value chain between traditional and digital publishing industry. This paper pointed out that the governor plays a leading role, digital publishing and distribution platform is the core of value creation, and content will become the key of competitiveness in digital publishing value chain. Then, taking mobile digital publishing for example, this paper analyzes three types of governance models on China's digital publishing value chain: content provider-led, telecom operator-led and terminal equipment manufacturer-led governance model. Finally, this paper puts forward some suggestions.