Research On Digital Publishing Industry Development Model

With the rapid development of Internet and the 3G wireless networks, the way of reading and getting information has changed greatly, which makes the wave of digital publishing worldwide surging. In China, many earlier digital publishing companies and content providers (Apabi, Tongfang, Wanfang. etc) are trying to find a larger development, and some traditional publishers(Such as the Higher Education Press, the People's Daily, etc)has started paying special attention to the digital publishing business as well.They set up special research institutions and started the related businesses.With 3G's launch in 2009 in China, applications based on 3G have become a hot area including mobile digital publishing. China Mobile and other telecom operators have entered the field of digital publishing. In other countries,Amazon, the world's largest online book retailer, launched its second-generation e-book reader "Kindle2" recently and got the global English language rights of novel "relics" from the writer Serra, Kufuor in May 2009,and then provided hardcover edition, audio books and e-books to the market. That's really a great step for it to get entrance to the content publishing field. Google's "Book Search" also has got more than 1.8 million kinds of books by the cooperation with more than 25000 publishing companies in about 70 countries and regions, which make its book amount reaching 700 million (including scanned books).Although the revenue growth of digital publishing industry was strong worldly, but the size of total income is still a small-scale in China comparing to the traditional publishing industry and can't form a disruptive impact on traditional publishing industry. At the same time, the development of the industry is still in the early stage, a stable and profitable development model need to be setup to solve the problems currently:Such as there is no mature digital rights protection mechanism, there is no uniform industry technical standards,lack of depth of cooperation in the industrial chain, the overall industry business model is not clear, the digital publishing revenues is too low accounted for the traditional publishing,lack of professional talent for digital publishing and so on.As it's well known, the rapid and healthy development of any new industry must be based on a scientific mode. The digital publishing will not be the exception. The writer of this paper combined a lot of market research and studied the classical theory of industry economics and management science, and then proposes an industrial development model which is based on Industry Alliance and focuses on business model innovation. It's very helpful to the Government and enterprises to make strategy for digital publishing.