The Study On Profits Of Specialized Publishing Based On Channels

Specialized publishing has contributed a lot to the development society. However, specialized publishing has been facing a predicament with the marketization of publishing. Besides sustentation, we have to study the fittest profit model for specialized publishing. In this thesis, after analyzed characteristics of different channels and their effects on specialized publishing, we have concluded the fittest profit model based on channels for specialized publishing.Chapter 1 discusses the background and the value of this research. Also, the chief study methods and contents are presented.Chapter 2 elucidates general situation of specialized publishing, including its concept, characteristic, readers and orientation.Chapter 3 presents the general process of publishing and main current profit models for publishing, and then analyzes the factors impact on the profit model of specialized publishing, at last analyzes the long seller profit model.Chapter 4 analyzes the characteristic of different channels based on the Long Tail Theory, then analyzes their effect on specialized publishing.Chapter 5 introduces the concept of the Integrated Marketing Communication and its application in the area of specialized publishing. We set the implementation of IMC in Commercial Press as an example to explain the IMC application in specialized publishing.Chapter 6 gives the summarizations and future research. The research still stays in the theoretical level and needs more practices to prove and perfect. Moreover, there are problems to settle for web publishing as it is a trend in future.