Competition And Convergence

Since 21st century, digital technology has been widely used and the traditional publishing is in an important transition period. During this period, the digital publishing has achieved a rapid development that bring a revolution of publishing industry. The traditional publishing, especially the paper book publishing that has a history of more than one thousand years, is facing a serious shock from the digital publishing. However, the challenge is always accompanied by opportunities. In order to grasp opportunities and break out from trouble, we must to understand the relationship between the old publishing and the new publishing correctly, and then find out the methods to maintain the relationship of competition-cooperation between them. The above introduces this paper’s background and reflects the author’s idea.This paper is divided into six parts:the first part is the introduction, which includes the research background, research methods and literature review. The second part introduces the development situation of Chinese book publishing. In this part, the author highlights the long history of traditional book publishing and the overwhelming power of digital book publishing. In the last section of this chapter, the relationship between the old and the new publishing is taken into account. The third part and the fourth part, which are the second chapter and the third chapter of this paper, constitute the main body of the whole paper. In the two chapters, the core problem, the development strategies of traditional book publishing, is discussed on the basis of interdisciplinary theories and industry practice. The second chapter points out the differentiation strategies of traditional book publishing from the perspective of competitive strategy. The third chapter puts forward the fusion strategies of traditional book publishing by using the concept of media convergence. The two chapters explore competitive strategies and cooperative strategies, which is consistent with the relationship of competition-cooperation between the old and the new publishing. The fifth part is the fourth chapter of this paper. In this part, the author expresses two expectations of traditional book publishing:scientific development and innovative development. The last part is closing, in which the content of this study is briefly summarized, the conclusion is made and the problem is pointed out.