A Study On The Digital Publishing Strategy Of Donghai Press

Into the new century, with the publication using of digital technology, the traditionalpublishing industry is facing enormous challenges. The Donghai Press is an old one whichis state-owned press, after20years of rapid development, is currently in the critical periodof industrial transformation. Therefore, to study the digital strategy of the Donghai Presswhich is in the transformation period has important practical significance.This paper used research methods which was combining the theory and practice,based on the existing resources of the Donghai Press, and digital publishing business unitrequirements for, analyzed the strengths and core competitiveness of the Donghai Press inthe digital publishing industry, to try to find the entry point of the digital publishingindustry for the Donghai Press, and effectively solve the problems of sales and profitsdecline which had sticked to the traditional publishing.firstly, analyzing the internal andexternal environment, plus SWOT analysis, through comparing with existing digitalpublishing enterprises to identify core competitiveness and problems of the DonghaiPress;econdly, for the digital publishing business unit requirements, establish a focal pointof the strategic adjustment in the Donghai Press, is to adopt a growth strategy for thedigital publishing layout: to maintain the authority of the advantages of the existing papermedia publishing and develop digital educational products which are lacked in themarket;then, according to the characteristics of the development of digital publishing,predicting digital strategy in the next five years on the Donghai Press; at the last,according to the growth-oriented strategic, elaborated the strategy implementationprogram refinedly.This paper made an exploratory study which aims to strategicadjustment of the planning and implementation of programs of the Donghai Press.Through analyzing the existing conditions of the Donghai Press, and finding the entrypoint in the field of digital publishing, to provide effective support and protection forcomprehensively promoting the publication of digital strategy.