Business Model Innovation Research Under China’s Digital Publishing Industry Chain Perspective

A new form of publishing-digital publishing has been spawned by the rapid development of information technology especially Internet technology, and the integration of technology and publishing. Digital publishing is the new source of China’s economic growth, the strategic emerging industry of press and publishing industries, and the mainstream and direction of the future’s press and publishing industries. It uses its own unique advantages to continue to extend the publishing industry line, which not only enriches the content and form of publications, but also changes the concept of production and consumption of traditional publications. In the 4G era, the business environment is more complex, the customers demand is more personalized and diversification and the competition among publishing companies become more intense. Therefore, for digital publishing enterprises, how to build a suitable business model and how to innovate its operational mechanism has become an important research topic.Currently, state and local governments attach great importance to the development of digital publishing industry, and the digital publishing industry value income scale maintain strong growth momentum year after year. More and more concerns, discussion and research have been done academically and industrially on the development model, enterprise innovation, copyright protection, and institutional restructuring of the digital publishing industry. However, there are issues such as the backward industry management system, imperfect development of industrial chain, and the lack of profit model for traditional publishing business when resort to digital publishing, resulting in China’s digital publishing enterprises still in the wait-and-see, wandering, or the beginning stage as for its development of digital publishing industry, and the industry chain and the business model still at the exploration stage. Digital publishing enterprises, confronting an extremely complex business environment and personalized customer needs, encounter more difficult challenges and face more intense competition. Thus, in the crucial period of China’s promoting cultural system reform comprehensively, research has done on how to build a suitable business model and its operational mechanism innovation from the perspective of industry chain of digital publishing enterprises to compensate the inadequacy of existing research, and to provide certain enlightenment as well as reference for the development of digital publishing industry and building of a well-operated system.The present thesis has adopted theories such as modern publishing and media theory, industrial economics theory, and theory of competitive advantage as its guidance, and it is based on existing research of domestic and international digital publishing. With the research methods of comparative method, case analysis and theoretical analysis, this thesis has conducted a relatively systematic study on a modern digital publishing business model. The present thesis would be rolled out in five chapters. The first chapter analyzes the research background and significance of the digital publishing business model, describes the main research contents and methods. The second chapter summarizes the related theories of digital publishing, industry chain theory and business model theory, mainly providing a theoretical support for the following study. The third chapter introduces the current digital publishing industry chain model dominated by each node enterprises of the industry, compares and analyses the main business model from the perspective of industry chain, concludes the features of main business model of China’s digital publishing industry chain from the perspective of economics. The forth chapter, through analyzing the business model for digital publishing industry environment, elaborated the existing problems of China’s digital publishing business model from the perspective of industry chain, analyses the dynamic mechanism of innovation and what needs to be innovated for business model under the perspective of industry chain, thus put forward approaches for China’s digital publishing enterprise business model innovation. The fifth chapter selected some typical traditional publishing business and by introducing and analyzing its major projects, it launched a useful exploration of the business model innovation from the perspective of industry chain, which corroborates with foregoing theoretical explanation. From the specific to the general, it strives to provide the real revelation that has certain universal significance. These studies not only provide a reference for digital publishing enterprises to explore the suitable development path of digital publishing business, improve the core competitiveness of enterprises, but also offer certain reference value and enlightenment for the research in the field of digital publishing for editing and publishing disciplines, the industry development plan for the government to adjust the industrial policy, and the promotion of China’s digital publishing industry’s faster and better, health and sustainable development.