Research On The Digital Transition Of Press Under The Background Of Platform Competition

Along with the development of digital technology application, the mass readingway has transferred from the traditional paper-based media to the emergingmultimedia, mobile phone reading, online reading and reading download multimediareading rise, a variety of reading terminal like computer, mobile phone, iPad,electronic readers is emerging, each reading terminal launched a fierce competition.But starting in2011, the industry chain begin to build a digital publishing platform,which means that the competition of digital publishing began by terminal into theplatform. Therefore, under the background of platform competition, research onstrategy of the digital transformation of press will become a new topic.There are three types of digital publishing platform in China, such as platformbuilt by content, platform built by channel and platform built by technology, platformcompetition show the replication, alternative and open characteristics. Under thebackground of digital publishing platform competition, press digital transition hassome advantages, such as policy support, topics planning ability and the pressenterprise culture producing a viscous to the editors and authors. At the same time,the press has many problems, such as a single product structure, technology andmanagement talent deficiency and enterprise strength weak. The competition ofdigital publishing platform has brought press digital transition many opportunities andchallenges. Digital publishing platform versed in the publishing channel well, attachgreat importance to the protection of copyright, provide content productiontechnology and allows the press to operate on the platform independently. In addition,digital publishing platform will also grab the author resources, isolate press targetaudience and bring the press path dependence.At present, the press digital transformation has made some achievements. Pressunderstand the digital publishing deeply, transformation quantity and transformationway are increasing. But because of the lack of platform value, the inappropriatedirection of transformation, the failure to identify target audience and the failure torefactoring publishing process, the press in the digital transformation still has manyproblems, such as poor profit, copyright confusion and deviating from the axis of thecontent.Press’s digital transition must take the following path: Firstly, to update thethinking idea of digital publishing. Rethinking the “content is king”,“users first” connotation under the competition of digital publishing platform, re-examine theimportant role of editor in the digital publishing platform; Secondly, under thebackground of the platform competition, the press should promote the transformationof content. On the one hand, in order to cover the digital publishing platform, thepress should focus content widely, on the other hand, the press should have a depth ofdevelopment of the contents on the platform, forming the occupation of platform“commanding heights”, the press should also keep cultural character, put the cultureas the unique identifier of content products on platform. Once again, press should digthe value of platform around the content spread. Through the production of theplatform content, content management, content marketing and content delivery, thepress will optimize the contents in each link of the value transfer, finally presentperfectly market value and cultural value of the content. Under the background ofplatform competition, the digital transformation way of the press lies in relying on theformation of core competitiveness around the content, the press will become contentproviders or service providers in the digital publishing industry chain.