Analysis On Domestic Internet Information Service Enterprise's Network Pulication Strategy

《National "15" period cultural developments program the outline》points out:" To speed the traditional news publication profession toward the change of the modern contents industry, develop the newly arisen industries, such as e-book, cellular phone newspapers and magazines and the numeral publication...etc. strongly." Therefore,study the network publication strategy of the Internet information service enterprises have imporant function of leading to the enterprises.On the general environment analysis, the academic degree list three product type: digital book,digital periodical,digital music,and their development present condition and foregrounds.Analyse population environment, economic environment, political law environment, social cultural environment,science and technology environment and international environment,announce the present and the high speed growth trend of our country network publishes.Analysing the competition environment by using the model of" five kinds of competition abilities" ,from the angle of existing enterprises in this profession. Analysing the superiorities of the existing enterprises,such as contents source outlet, customer scale, the running experience and brand etc, come to the conclusion that the exsiting enterprises have built high barrier of entering this industry.Existing enterprises are about equal in strength, product and price differences are not obvious, cost of releasing is high, and enterpries attach importance to strategy of network publication lead to fierce competition.Through analysing the advantages and disadvantages of traditional publication units that being the supplier and the substitute promoter, we can know that tradition publication units couldn't become the basic threat to the Internet information service enterprises. Through analysing purchasing community, reach the cunclusion that consumers can easily change their purchasing objects , they have very high ability of haggling.List the analysis factor of business enterprise internal resources and abilities,and illustrate adjudicating standard, to be the valuation model of internal resources and the ability.According to enterprise'the business concentration degree ,we can divide Internet information service enterprise into two types:diversify bussiness Internet information service enterprise,one business Internet information service enterprise. Analysing their motivations of adopting different strategies, the implement methods and the problems they need to face, make diversify bussiness Internet information service enterprises form the knowledge of diversified strategy and theirimplement method——buy,make one business Internet information serviceenterprises form the knowledge of the concentration strategy and its implementmethod——internal development.For an Internet information service enterprise thathas a foothold atttitude to network publication and adopts development strategy, single product is the inevitable disadvantage in the whole strategy layout of the long-term development, therefore, enterprise must combine different product for continuous development.Through the analysis of the exterior factors, such as Satisfied users' diversify demands, the enterprises scoop out the contents outlet, increase the profit margin, increase the rate of contents' repeatly using,strengthen control to the customer, and disperse risk, make sure that the enterprises in the profession should adopt the product combination strategy of increasing the product item and spreading product lines, combine the strength of the internal resources integration, according to the dynamic equilibrium that the competition variety request, have the order of sequence to carry on the product combination.Through the combined analysis of profession's generality and enterprises' individualities from above respects, this paper strives to provide a overall referential decision basis for the Internet information service enterprises in network publication,thus affects the enterprises' actual management, promotes enterprises' development and whole development of network publication profession.The network publication is a profession of newly arisen development, the domestic is extremely short of the analysis in the whole competition circumstance of network publication profession, and the strategic research of the corpus in Internet information service enterprises of the profession basically belong to the blank, so, the comprehensive analyses that this paper formed, have high quality of innovation and substantial evidence.