Micro Creation·Micro Content·Micro Marketing

The publishing industry as an important part of cultural industry, shoulders the mission of leaching knowledge and transferring civilization. With the deepening of the reform of cultural system in our country, the publishing industry with the independent market main body posture to participate in the domestic and international market competition. In micro propagation environment, how to leverage new media technology, play advantage, let the publishing industry into the technology in the field of new media publishing, expand the width, depth extension of publishing, and further enhance the competitiveness of the publishing industry, is an important problem in publishing industry. In a vary from minute to minute micro propagation environment, how to use the good policies, combined with the development of the industry for the internal and external causes, on the basis of international publishing group development experience, comprehensive domestic actual situation, determine the publishing enterprise development, will ultimately enterprises bigger and stronger, and this is an urgent problem in front of publishing industry in our country.In this paper, based on the digital age will Mcluhan published survival studies and Levinson study on network propagation as the theoretical foundation, combs the history of publishing enterprise group development of domestic, international, using content analysis and case analysis, to the typical publishing opportunities and challenges, in the process of development, the technical bottleneck constraints, capitaland other aspects of barriers, irrational industrial structure, still give publishing enterprises has brought enormous challenge.Comprehensive factors, publishing group development road of enterprise be imperative. Micro creation, micro content, micro marketing, become a driving force for publishing enterprise group development of the three carriages. Micro creation is the indicator of publishing enterprise development. With the rapid development of cultural and creation industryt, the east wind propelled the development of publishing industry. At the same time, adhere to the content, enhance product line construction, the source of the foundation of publishing enterprises. In the tide of market economy, micro marketing has become a new path of publishing enterprise group development of new media technology, by force, to create micro-blog marketing mode, open a new chapter in micro propagation environment development group of the road.