A Case Study On The Content Value-Adding Strategies Of The Electronic And Audio-Visual Publishers In The New Media Environment

With the non-stopping development of the digital technology and the constant escalation of the users’ application requirements, new media, which has been exerting a more and more profound influence on people’s social life, has become the new favorite of the era. To some extent it can be said that we have entered into a new media era in which the fresh revolution of the media industry is boosted by the continuous improvement of technology, and innovation and fusion are the mainstream in the development of the new media.Under such an era background, however, the business of the domestic traditional electronic and audio-visual publishers is declining with each passing day. Especially after the nation-wide transformation into enterprises in the publishing industry, many electronic and audio-visual publishers can’t even make ends meet. Their having been on a downhill road in the aspects of the amount of the publishers, of the publications, of the circulations, and of the money in circulation, according to the analyses of this dissertation, can be mainly attributed to the innate inadequacy in the development of the publishing industry and insufficient supply of human talents, as well as the development of science and technology and the change of people’s consuming habits. The present macro-environment of the society, with regard to environment of policy and legislation, ecqnomy, social culture and science and technology, however, has provided the transformation with beneficial conditions. The electronic and audio-visual publishers, of all the domestic publishers, are the first ones to come into contact with digitalization. During years of professional operation, plenty of experiences and resources have been stored. So compared with publishers specializing in publishing paper books and companies in professional skills, they have grasped unparalleled advantages in the transition into a new form of publishing business which uses basically the new media to materialize the content. As to them who are at the crossroad of the development, the progress of the new media technology is a challenge as well as an opportunity. In the environment characterized by the new media technology, and in fierce market competition, the domestic traditional electronic and audio-visual publishers have gradually noticed the significance of increasing the value of the content, and in the incessant attempt to increase the value, a great many beneficial experiences have been obtained. For example, Anhui Electronic and Audio-Visual Publishing House, with the permission of the former General Administration of Press and Publication, has officially changed its name into Time New Media Press, becoming the first of all the publishers in the country specializing in publishing electronic and audio-visual materials to take the initiative to transform strategically into the realm of new media publication, and furthermore, it is also the first publisher in the country who sets up a department called Content Value-Adding Department as one of its subordinate sectors. In addition, other publishers in the same category, such as those in Hebei, Hubei, Zhejiang, Hunan, Jiangxi, etc, not only have achieved high grades in terms of new media publication, but have acquired experiences respectively concerning adding the value of the content, which form an abundant resource for us to study and for other publishers to borrow helpful ideas from.This dissertation chooses Time New Media Press as the object to study and the research is based on document references and live-action observations. In the dissertation, the content value-adding strategies now the publisher is undertaking, are divided into three categories, i.e. the Multimedia, Multi-industry Combination strategy, the Federated Media Publishing strategy and the Terminal-based strategy. The analyses of each category take up an entire chapter. They all starts with a specific case about value-adding, then describes the case, analyzes conditions required for the application of the strategy, and introduce briefly its profit pattern, finally makes a short comment on the strategy, generalizing the methods applied by the traditional electronic and audio-visual publishers to achieve value-adding in the new media environment, and putting forward some matters needing attention, hoping to be able to draw these publishers’attention.The emphasis of the dissertation is laid upon the analyses of implementation conditions and profit patterns of the content value-adding strategies now available, and the difficulty is that different publishers’ developments are not on the same level, as a result, it’s near impossible to make judgments about the implementation conditions and profit patterns shown in the cases. All that can be offered is references.The main meaning of this research is that it provides necessary references to help the traditional electronic and audio-visual publishers with their transition into digital publication, and probes effective ways to make further exploitation of the content resources of the publications in order to offer solutions to help the publishers get rid of the difficulties in development.