Research On Industrial Evolution And Competitive Advantages Of Publishing Industry In Media Convergence Era

Driven by the communication technological revolution, the boundaries of broadcasting and television, publishing and telecom are disappearing, and content, transmission and terminal are gradually being converged, which leads to media convergence. Media convergence is not only an unprecedented technological revolution, but also a unique industrial revolution.In the process of media convergence, the traditional publishing industry is turned on its head. On the industrial structure, the value chain of publishing, broadcasting and telecommunications in horizontal aggregation, transform for horizontal integration from the vertically integrated structure of evolutionary structure. On the market structure, the traditional publishing, moving toward integration in the fierce competition between each other. At the same time, technological revolutions lead to economies of scale and scope in the publishing industry has continued to grow, Enterprise continues to expand the scale, eventually forming competitive monopoly market structure. These changes in industry structure and market structure, is the basic laws of media convergence for the evolution of the publishing industry.According to Potter’s theory of competitive advantage, the publishing industry evolution in media convergence, make its competitive advantage produced revolutionary changes. Specific changes of five competitive forces are as follows. Firstly, in order to get competitive advantages, competitors in the publishing industry still need to monopolize, however, its realization relies more on cooperation, merger and acquisition. The situation of one big enterprise in one industry no longer exists. Secondly, the entry barriers have been lowered, which allows greater development opportunities for new competition and makes differentiation the key for getting competitive advantages. Thirdly, substitute has become an important force for the development of the publishing industry. The digital publishing products are severely threatening the survival of the traditional publishing products. The digital transformation of the publishing enterprises is playing an important role in getting competitive advantages. Fourthly, influences of consumers and suppliers become greater, which makes the market to develop towards product demand diversities, and promotes the formation of "Long Tail Economy". The product differentiation has become more and more important in getting competitive advantages. The changes of getting competitive advantages from value chain Specific changes are as follows. Firstly, the horizontal expansion of value chain of publishing industry and the horizontal integration of the value chain of many industrial have replaced the vertical integration within the industry and become the key to obtain competitive advantages. Secondly, the innovative industrial chain such as the industrial chain of the digital publishing industry have become the high-end parts of the publishing industry in the new era and they will play a much bigger role in winning competitive advantages than the traditional high-end parts.At present, publishing enterprises to obtain the competitive advantage focus on vertical integrated industrial chain,merger, acquisition and strategic alliance, content differentiation, brand strategy, developing publishing e-commerce.