The Research Of Custom Publishing’s Development In China

With the development of Internet technology, a new form of publication had a big impact on the traditional publishing form, custom publishing appeared in front of the world as a new publishing form; it also brought new opportunities to our enterprises and the publishing industry. At present, custom publishing in some countries such as Britain and America has developed into a mature form of publication, although it is still in the early stage of the lower development in our country, but according to the present situation of custom publishing’s development in European countries, the returns of its investment are more than traditional publishing form. In addition, with the development of network technology and information technology, custom publishing also spawned many new forms to adapt to the changing media environment, and formed a relatively comprehensive development pattern. In general, custom publishing has a good development prospect, and attracted the attention of more and more companies and publishers in China.The name of custom publishing is not regulated both at home and abroad at present, and people call it as custom publishing in the United States, the British mainly call it customer publishing, in addition, it also has other names such as sponsored publishing, member publishing, content marketing and branded media etc, we mainly call it custom publishing based on their specific way of marketing in our country. Custom publishing is a service strategy, and its service tenet is targeted on the specific requirements for publishing, it is a form of publication about the enterprise marketing purpose together with the information needs of customers. Thus it can be seen that the enterprise is the main composition of custom publishing, rather than the traditional press or private publishers, the content of the publication is also designed for the enterprise’s professional customized programs.From the development status of custom publishing at present stage, we can see that Britain and the United States and other western developed countries have formed a relatively complete and mature system. They not only have professional custom publishers and the standardization management of custom publishing council, but also have a very broad customer base and a wide variety of custom publications, and the market of custom publishing continues to expand. Relatively speaking, custom publishing started to develop later in our country, now our country is still in exploring stage, and the main custom publications only have some enterprise journal and advertising brochures, the publishing way of custom publishing is also relatively single, but there to be a very big rise for the domestic demand of custom publications in the future, a lot of companies also pay more and more attention to maintain customer relations and to promote the enterprise image. Therefore, the development of custom publishing business has a huge business opportunity and a more broad market prospect for many publishers.This paper mainly divided into five chapters:the first chapter is the introduction expounds the research background and significance of custom publishing, and the research status of custom publishing in our country at present stage; The second chapter introduces the connotation and characteristics of the custom publishing, according to the investigation of the related literature information, the author understand and grasp the meaning of custom publishing in detail, and understand its history and status quo, I finally formed a comprehensive impression of custom publishing, and I clarify the historical origin of custom publishing on the basis of this paper analyzes; The third chapter according to the introduction of the development status about custom publishing:in our country, from which summarizes the development characteristics of custom publishing in our country, and it’s associated with the domestic some case; And the fourth chapter is our country’s custom publishing mainly have some problems in the development; The fifth chapter is custom publishing has an important impact on our enterprises and the publishing industry, and the development trend of custom publishing in our country are discussed in this paper at the same time.According to the investigation and study of custom publishing’s present situation in our country, the author found that although the domestic custom publishing business has not been fully developed, but as a marketing tool it has attracted the attention of more and more enterprises and publishers. Especially in the formation of the same size about custom publishing and traditional publishing market in Britain and the United States and other western countries at present, a lot of custom publishers gained good economic benefits, and custom publishing business continues to widen, custom publishing market is also constantly expanding, thus it can be seen that custom publishing is full of business opportunities, broad market prospect and development potential, it also has certain reference significance to our country.