A Study On Douban Readinhg Platform

With the development and popularity of internet, the market scale of digital reading in China is expanding continually. Although digital reading platform develops rapidly in content resource, user experience and terminal technology, it still faces insufficient content resource and unclear profit model caused by the rejection of copyright operation by traditional publishing organization; thus, the situation of platform construction is not satisfying. Therefore, by taking Douban reading platform that attracted extensive attention in recent years as example, this article adopted many research methods, such as case study, literature research and comparative research, to mainly analyze the experience of Douban reading platform in product, service, profit and marketing mode; meanwhile, based on the comparison with Cloudary Bookstore, it concluded the advantages and difficulties in Douban reading; at last, through combining with the practical situation in China, it raised suggestions for the development of Chinese digital reading platform.Firstly, this article elaborated research background and significance. With the constant maturity of terminal technology, Chinese digital reading platform has entered into the stage of high-speed development and competition; Douban reading platform can have a place in fierce competition and maintain its competitive advantage is instructive to the construction of Chinese digital reading platform.Secondly, this article expounded the development environment and history of Douban reading platform. The development of Douban reading platform cannot be separated from the influencing factors such as overall situation of development of Chinese publishing industry, technical support and national reading. Douban reading platform is developed based on original Douban reading service by Douban.com, which experienced three stages of establishment, layout and perfection.Thirdly, this article analyzed the product and service of Douban reading platform. Except for content resource, the products provided by Douban reading platform also include the Douban reader, the carrier of content resource. In the aspect of service, this article analyzed the services offered by Douban reading to author, reader and publishing agency.Fourthly, this article analyzed the profit and marketing model of Douban reading. The profit of Douban reading includes product transaction profit, copyright operation profit and industry chain cooperation profit. In the aspect of marketing mode, Douban reading carried out multi-channel integration marketing, viral "word-of-mouth marketing", cost based marketing and interactive marketing.Fifthly, this article compared Douban reading with Cloudary Bookstore and Amazon e-book platform. From the perspectives of product, service, profit model and marketing mode, it summarized that Douban reading has the comparative advantages of advanced concept, content insisting on originality, high consumer loyalty and strong platform interaction. Meanwhile, Douban reading is also facing the development difficulties of user experience, development environment and profitability. However, in general, Douban reading puts user demands at the first place with the purpose of providing customers with better reading platform.Sixthly, this article summarized the enlightenment brought by Douban reading to Chinese digital reading platform. Based on combining with Chinese practical situation, the article pointed out that to perfect the construction of Chinese digital reading platform, it is necessary to start with content construction, reader experience, policy environment and profitability so as to promote the construction of Chinese digital reading platform.