An Analysis On The Cross-media Management Of Publishing Industry In China

Comparing our country's book publishing with the world famous media conglomerates',we can find the disparity. The paper put forward a proposal that our publishing industrycan utilize cross-media management, the popular model that is used by the internationalmedia conglomerates, to reduce the gap between our country and developed countries. Through the interpreting of scale and scope economy, horizontal and verticalconformity, and oblique expansion, the paper analyzes economic foundation ofcross-media management. They are theoretical foundation of cross-media managementand the meaning of which is discussed on these. There are many reasons including macroscopic and microcosmic for thatcross-media management of our publishing industry is backward at present. Theseinclude the multi-management system of our media, barriers of the industry entering,restriction of capital borrowing mode, lack of the talents of cross-media management,pretty high profit of the closing publishing industry and the draggles of the employee' idea,etc. Some special prerequisites are needed for publishing industry to carry outcross-media management. The paper analyses from many sides. It includes themacroscopic environment of policy and law, the foundation of modern enterprise system,the broadening of capital borrowing source, the integration of inter resources, the formingof key competition ability, the setting up of media idea, and the person of ability, etc. Publishing industry can use inside development, outside expansion and strategicalliance to realize cross-media management. Inside development is emphasis onaccumulation and self fission, seeking and fostering new increasing place. Theenterprises' risk is less and this way is suit for the independent and medium-sizedpublishing house. Outside expansion is contrast to inside development and it oftenrealizes the enterprises' goals by merger and acquisition. Publishing house also can usethe strategic alliance to cooperate with the other medium enterprises. In this way, they canbear the risk together and then form a complementary enterprise.From the above study, the paper points out some problems about cross-mediamanagement of our publishing industry. Through the analysis of these problems we findsome special prerequisites and the ways to realize cross-media management. The paperis try to do some theoretical contributes to our publishing industry.Key words: publishing industry;media;cross-media;cross-media management...