Chinese Book Publishing Industry Development Strategy In New Media Age

Media history tells us that the books as the most traditional media experienced every means of dissemination of scientific revolution and absorbed all kinds of new media advantages to improve themselves to cope with the social needs. But under strong impact of the Internet and other new media, we still can hear about books disappearing theory and the paper media disappearing theory. On the one hand, the emergence of new media, such as Network, mobile phones, digital TV, offers information dissemination diversified and efficient means, and enriched the content and form of traditional publications; On the other hand, it also changed the readers' reading habits and consumption concept and make publishing form of expression, profit model, publishing process etc. all produced revolutionary change. In this case, one of the problems of book publishing to be solved urgently is How to deal with the challenge of new media.Through analysis a lot of documents and case and some actual operation of traditional media in the new media domain, this paper analyzes the influence of new media to book publishing industry in China from five aspects:communicators, information, media, disseminators and communication effect. This paper also discusses the development strategy of book publishing industry in new media era through the method of combining the theory and cases. This will provide the way of the book publishing existence in the new media environment systematic thinking and using for reference.