China’s Traditional Publishing Under The Impact Of Digital Publishing Optimization Development Research

The publishing industry is an important part of cultural industry. In the face ofthe rapid development of digital publishing technology, traditional publishing fromthe concept, content and technology, are faced with the challenges of the digitalpublishing. How to upgrade and transformation, how to optimize development,becomes the important lesson that the industry and academia.Empirical research and combining literature research, this paper, based on theanalysis of the present situation of publishing industry, digital publishing on themanifestations and causes of the impact of traditional publishing, emphaticallyanalyzes the traditional publishing in the huge competitive environment optimizationdevelopment the necessity and feasibility of with central publishing media group,hunan science and technology publishing house, for example, read and draw lessonsfrom the successful experience.On digital publishing and traditional publishing, on the basis of theoreticalresearch, from basic situation, development opportunities, market competitionanalysis publishing environment, evaluation published development present situation,then analysis impact traditional publishing in China is facing a digital publishing, inthe face of their own disadvantages and present in the early years of the digitaltransition problems, the necessity of evaluation of its optimization development. Fromthe basic advantages of traditional publishing, policy security aspects of the feasibilityof the optimization development. Factors in the publishing industry chain in theupstream of the team, in the downstream of the marketing and brand influence is theissue of the fundamental and core part. In old model has not been completely broken,the new model has not yet formed perfect, from the publishing industry chain in themost critical three links of talent, brand and marketing, interpret and draw lessonsfrom the successful experience of the press optimization development of hunanscience and technology, so that the traditional publishing faster better adapt to futuredevelopment.