Research On Phone Book Publishing Industrial Chain Embedding Of NPCE

Phone book publishing, as a branch of the digital publishing industry, brings some opportunities and challenges for traditional publishing. Northern Publishing Circulation Enterprises, hereinafter referred to briefly as "NPCE", as a fame traditional book distributor, finds its way out against challenges from digital publishing, by phone book publishing. The phone book publishing industry chain is in the developing stage, where irrational factors require NPCE to improve itself by inspecting their own status. To seek reasonable embedding tactics is the key task for the NPCE to survive in the phone book publishing industry chain.Selecting embedding tactics is based on the present stage of China’s mobile phone book publishing industry chain development, together with its current industry inner competition. Involved in the phone book publishing, the NPCE realizes its stage deficiencies in strategy direction and strategy implementation. In order to find its position in digital publishing flourishing today and tomorrow, breakthrough the thinking restrictions on traditional publishing and distribution, NPCE needs to identify its own position in the phone book publishing industry, acquire its own way in its survival and development by combining its own reality. Discussing NPCE’s survival in the perspective of industrial chain embedded, that provides NPCE a new way in involving into the phone book publishing.This paper first analyzes the research achievements in the academic world of phone books publishing. Combining with practical, it clears the significance of this study as well as the direction, defines the concepts of thesis research ideas and methods. Next, it summarizes our current phone book publishing industry’s status quo. In chapter Ⅲ, it focuses on the specific analysis of the phone book publishing industry chain in China, including the current business model, the industry chain structure and problems. In chapter Ⅳ, it analyzes lacks and achievements of NPCE’s executing strategy, combining with the cooperation practical between NPCE and LT (Liantong). In Chapter Ⅴ, by analyzing and researching, it assures a clear developing direction for NPCE, comparing to the case of the foreign phone book publishing industry. In the last chapter, the author proposes a detailed development proposal in its embedding into industry chain for NPCE, and gives specific embedding modes. In the case that Mobile Carriers are still leading the industrial chain of phone books in future, this embedding modes can break the original Mobile Carriers’ monopoly phase in some extent, to provide all participants with a more harmonious and rational industrial chain environment. By firming this embedding tactics, NPCE will find itself survival space and development possibility in the tide of digital publishing.