Study On The Influence Of New Media To Publishing Industry And Innovative Strategy In China

The new media based on digital technology and network technology has a deep influence on the traditional publishing industry. With the change of consumers' demands,great changes have taken place in the media management, competitive manner and the conformity of capital and resource. There're not only reflected by operation's digitization, but also reflected by the overall problems, such as structural adjustment of publishing industry, the management of publishing industry, etc. It is useful to publishing industry in theory and practice that analyzes influences of new technology and new media on traditional publishing, observes the tracks of publishing's digitization, searches the way and breach of digitization, inducts the publishing policies'designing and actualization. These are worth studying.In addition, the task of ' Study on the influence of new media and new technology to publishing industry and innovative strategy'is useful to this paper. Technological innovation is a mainline in the development of new media, so reviewing the trend of publishing's development causing by technological innovation is the beginning. The chapter 1 analyzes the new media's development background and the transition that traditional publishing industry faces. Furthermore, it explains some concepts, such as new media, digital publishing, etc. With the introduction of the technological innovation theory, The Chapter 2 discusses the publishing's digitization under the new media environment. The Chapter 3 discusses the publishing's digitization under the new media environment. For outstanding entirety and application, the chapter 4 probes into the focus issues about innovation in the publishing business of our country under the new media environment. And then, it discusses these problems from other angles, such as the industry development, government management, etc.With the mode combining vertically and horizontally, the creation of this paper is analyzing the influence that the new media brings to traditional publishing industry in terms of synchronicity and diachronic. Through using the technological innovation theory and relevant theory of value chain for reference, it explores the innovation in publishing communication means, content form and system mechanism of new media actively. This paper will offer systemic pondering and referencing to studies on publishing theory and digitization.