Impact Analysis On Online Reading To Traditional Book Publishing In The Digital Publishing Period

Publishing industry has come into the era of digital publishing, from traditional publishing to personal computer internet publishing, and then to the mobile internet publishing. Along with the evolution of digital publishing industry chain, it shows a richer industrial model.with Douban Reading, a good represent of emerging reading websites in China, not only to provide readers with better services, but also to promote the development of the traditional book publishing, it is a useful inspiration for traditional publishing industry to learn. Based on the SWOT(environmental) analysis theory, combined with "Douban Reading Model", correspondingly the paper proposes some countermeasures to achieve innovation and development.The paper is divided into four parts and seven sections. The first part Starts from the background of digital publishing era, to compare digital publishing with traditional publishing, make it clear that what changes and improvements the digital publishing industry has brought to the publishing industry. It helps us to conclude an accurate grasp and understanding of the latest developments form of publishing industry.Second, draw a picture of the challenges faced by the traditional book publishing now from the combined factors of the impacts of e-books, reading websites, mobile reading, "self publishing" mode and others.Third, taking Douban reading as an excellent example of the online reading in digital publishing era to sum up the advantages of "Douban model", and discussing the impact Douban reading has on the traditional book publishing from both positive and negative sides.Fourth, analyze the advantages and disadvantages of traditional publishers in the digital publishing era with SWOT theory and microscopically gasp the environment for the publishers’ development, then point out that the traditional publishers should develop appropriate policies for different publishing business. In the last chapter, the paper combines the advantages of Douban reading to apply to all aspects of traditional publishing activities. Finally, it puts up development strategies for the traditional publishers to achieve the goal of innovation and development in the mobile Internet publishing Period.