The Study Of Traditional Publishing House Developing Network Publishing

With the development of computer network, a new publishing mode appears, which is network publishing. With the replacement of conventional paper by photoelectrical network, tremendous reform takes place in production, issue and so on in traditional publication corporations. New publisher, new market and new payoff mode appear one by one. The network publishing has become a new industry gradually.In the stream of network publishing, traditional publishing houses have to face the many challenges as well as opportunity.How does the traditional publishing houses grasp developing opportunity?This is a important problem that the traditional publishing houses must to answer. The paper employs the methods and theories of strategic management to find out the main problems of traditional publishing houeses, analize the strengths and weaknesses of both the traditional publishing houses and their competitors in order to get a applied development strategy. Firstly, the thesis introduces the definitions,characters and superiorities to traditional publishing of network publishing.It puts forward the questions through ananlying the opportunities and threats faced by the tradional press, induces and analyses relative literature, and introduces the signification of the study in the paper. Secondly, it analyese the situation and the main problems: describes the progress situation ,economic characteristics of current publication industry,summarizes the progress trend , and analyses the key problems in traditional corporations.Thirdly, the paper analyses the stratagem, which is traditional press how to develop network publication. It firstly analyses situation of competitors, and employs SWOT means to analyze advantages and disadvantages of traditional publication corporations and their challenges and menace, and gives the strategic choice of traditional press. Finally, it introduces the marketing strategies for traditional press to deal with the network publishing's challenges: setting up system of network marketing and employing it to develop net brand.