The Research On The Value Chain Of A Press In The Environment Of Digital Publishing Mode

Besides excellent publication ideas, modern enterprise management is now with great significance in the development of modern publishing enterprises, especially when taking part in the marketing competitions. Increasingly importance have been attached to value chains management, thus, more and more enterprises focus on the value chain modification, to obtain advantage in fierce competition. With the rapid development of digital publication as well as the application of digital information and communication technology, the forms, communication modes, consumption patterns of publications have been transformed into a brand new shape. The related business process and industrial chains of publications have been varied accordingly. Therefore, when adjusting to the new publication environment, it is important for traditional publishing enterprises to rethink their values and orientations. The key factor for traditional publishing enterprises’development is to effectively make a combination of digital and traditional publications, modify the newly-built value chains.As the domestic leading technical publishing enterprise, A owns large advantages on content resources and brand, playing a dominant part in value chains under the traditional publishing environment. However, it is far from being enough just rely on the original resource advantages, which will gradually be eliminated by markets Hence, this essay takes A as the research object, aiming to make modification on its value chain. To start with, an analysis on the activity elements and their mutual relations of A’s value chain are made, based on both the inner and outer industrial environment of publishing, which summarizes features and disadvantages of the original value chains. In the second part, analysis on digital publication’s value chain and characteristics are showed by making it clear that what is competitive strength for A’s digital publication development and how to relocate its position in industrial chains of publishing. On this basis, the adjustment and improvement measures are put forward through how to improve the target selection of A’s value chain. In the end, take the sales management and customer management into consideration, two elements that are most possibly being affected by the digital information technology, strategies as customer relationship management, dual-channel publication combined with traditional and digital technologies are presented, the pricing strategy is analyzed in the light of mathematical model, and all of which will make contributions in A’s value chain improvement.