The Research On The Innovation Of EBook Business Model Based On Value-chain

With the rapid development and applications of digital technology and network, web publishing has been growing and developing rapidly, one of the most representatives is electronic books (eBook). The emergence of eBooks not only changes the way and habit of people reading, has an impact on book's replacement cycle and speed, changes the operation mode and the existence opportunities of book publishing industry, but also opens up a huge field for books development. A number of Internet companies, technology companies and other participants have rushed into the E-book industry chain, where they are facing with unlimited business opportunities, and also facing with fierce competition.In today's highly competitive society, the competition among enterprises comes from not only the technologies and products, but also the business model chosen by enterprises. Business model has become one of the key factors for the enterprise survival and development. And the same is true of the field of eBook business. Currently there are some research exploring the business mode and content of eBook, but these studies are not enough for the rapid development of eBook industry. They are still unable to provide better theoretical basis and practical guidance for eBook operators choosing the appropriate or innovative business model. In this paper, we analyze the participants among the value chain of eBook and the impact factors of eBook business model innovation based on the theory of the value chain, and bring with the―three– dimension axis‖, which is an analytical method of eBook business model innovation, and describe deeply the content of this method, and perform the application of this method by combining a case study. This paper enriches the research content and theoretical basis in the field of e-book, and provides ideas for the eBook operators to carry out the business model innovation.The first chapter of this paper describes the research background, issue, significance of this research, and research methods and the framework of this paper. The second chapter reviews related literature on business model and eBook, and value chain theory. The third chapter reviews value chain theory and explores the value chain and the business model of eBook, and also performs an analysis the impact factors of eBook business model innovation. The fourth chapter brings out a business model analysis method of―three– dimensional axis‖based on the content and direction of value chain analysis method, and describes the application of this method in eBook business model innovation process, simulates modeling of the innovative program by using e3value tools to analyze the feasibility of the innovative programs. The fifth chapter presents a case study of Apabi to further illustrate the application of the above methods of eBook business model innovation. The sixth chapter ends with the results and the contribution of this article and the future research.