The Research On Digital Transformation Strategy Of Chinese Book Publishing Industry In Media Convergence Age

With the continuous development of computer digital technology, the currentform of media has changed greatly. The integration of new media and traditionalmedia is a new trend of media development now. As one of the most traditional media,the book industry is experiencing a variety of opportunities and challenges brought bymedia convergence era: Diversified book publishers promote a new situation ofcompetition and cooperation. Premium content is snatched by every publisher.Modern communication technologies are developing fast and the book industrydepends on these technologies more and more deeply. And the reading habits ofreaders in modern society are changing gradually. All of these changes make the bookindustry turn into digital publishing. How our book publishing industry explores thepositive strategies of digital transformation to fulfill the needs of readers and marketsis of strong significance.This thesis will use both literature analysis and case analysis and combine withthe practical operation of digital publishing transformation. Additionally, HaroldDwight Lasswell’s theory (5W) is also used to analyze the status of the digitaltransformation of the book publishing industry in terms of who, says what, in whichchannel, to whom, with what effect. Then discuss the digital transformation strategiesabout contents, marketing modes, media convergence, talented persons andinternationalization for Chinese book publishing industry in media convergence ageto provide references for the development of book publishing industry in China.