Research On The Structure Of Mobile Digital Publishing Industry Based On Cooperation And Competition Of Industry Chain

With the development of3G&4G technology, the wireless network grows into high-speed, broadband and ubiquitous network. At the same time, intelligence and networking becomes a very important aspect of mobile terminal, while the Terminal application is more and more multi-media.The high speed development of the mobile internet is changing the traditional publishing form, which means that the tradition publishing is facing the upgrade transformation. Mobile digital publishing has set up a new direction for the future development of the publishing industry, countries around the world have started on the relevant research.China's mobile digital publishing industry is in a rapid industrial development stage, and also a primary stage. Each participant in the mobile publishing industry chain hope get a share in this new huge market, but mobile digital publishing is a complicated industry across the telecommunications, financial services, IT services, and many other industries. Any one of the industry chain can not dominate the whole market, so the industry chain division and collaboration will be the key to how to make a big cake and how to share the cake. Can we copy the foreign advanced mobile publishing experience? Is our mobile publishing industry led by mobile operators or by the content providers, or other participants of the industry chain? Different game results among different industries will bring different marketing strategic decisions.This paper figures out the problem of the mobile digital publishing industry chain in China nowadays by using the Game theory framework creatively. In conjunction with the first part of the article about the relevant definition, character, the development of the situation at inside and abroad as well as industry and mainstream chain operating model of the mobile digital publishing industry chain, by setting up the reasonable assumption and building up a game model. By doing this work and figuring out the equilibrium results as a quantitative reference, it gives out a new method to improve the competitiveness of China's mobile digital publishing industry, constructing a Third-party Platform, which not only can help the press to make profit and complete the process of transformation, but also can help the whole industry achieve sustainable development.In order to improve the industrial value, the participants of Mobile digital publishing industry chain should cooperate and compete with each other. There will be three steps in the process of entire industry development.The operation mode in the initial stage is that the Mobile Telecommunications Operator will be the leading power of industry chain, cooperating with Content providers.then. Then they will cooperate with each other. In the maturity stage, the Third-party Platform will play a fundamental role when the Content providers become the leading power of industry chain.