A Study On The Digital Transformation Strategy Of Shanghai Traditional Book Publishing Industry

The digital transition of Shanghai traditional book industry has been through a three-year fumbling period during which the digital publishing on trial basically depends on government grant that is a way of direct investment of public finance. The government promotes the starting of such a new industry by continuous funding support. Three years later, the current environment has changed, the governmental leading groups replacing, government grant declining, the enthusiasm of the market for digital publishing rising and the momentum that technology developers and channel operators take all the upstream content providers (i.e. Press) sharpening. The digital transition of Shanghai traditional book industry needs a new strategic layout to adapt to new situations and changes in demand.The paper does the empirical research from the theoretical perspective of strategic management. At first, exploring the classical theory of strategic management, along with refining and comparing the division of Henry Mintzberg’s ten strategic management schools as well as the process and technolgy of both Nutt and Backoff’s public sector’s strategic management; and then combining the main idea of environmental school, planning school, design school, power school with Nutt and Backoff’s six strategic management stage and relevant technological theory, along with building and formulating the prior strategic steps and routes as well as technical tools that divide into historical backtrack, situational assessment, confirmation of agenda, strategic choice, feasibility of prior strategic analysis to conduct a study on the digital transition of Shanghai traditional book industry. Finally, summarizing the research and putting forward proposals both on policy and future research.