Research On The National Digital Publishing Base

With continuous development of digital technology and information technology, publishing industry is also faced with transformation and remodeling. The scale of digital publishing industry has grown from 21.3 billion yuan to 440 billion yuan between 2006 and 2015, with an average annual growth rate of 35.4%. And this industry occupies a significant important position and plays an important role in the development of publishing industry. To promote the transformation and development of digital publishing industry, the State Press and Publication Administration of Radio (the former General Administration of Press and Publication) proposed the development strategy on constructing national digital publishing base. The first national digital publishing base-Shanghai Zhangjiang National Digital Publishing Base was set up in 2008. After that, it took more than 8 years to complete the layout in the east, north, south, central, northwest and southwest regions in China. The trend of cluster development of digital publishing industry is emerging. In 2015, the National Digital Publishing Base had the revenue of over 150 billion yuan, accounting for more than 34% of national digital publishing industry revenue. It is becoming the vital support for the development of digital publishing industry. However, national digital publishing base did not meet expectations in the actual operation process, resulting in many doubts on the base. During the Thirteen Five Year Plan period, the development of national digital publishing base is in badly need of transition from quantity to quality. Under that circumstance, it is worth to conducting researches on the national digital publishing bases to discuss the past process, analyze the problems, explore new development paths and promote their transformations.This paper focuses on the 14 national digital publishing bases which have been licensed. All the policy documents, work reports, journals and papers of those national digital publishing bases in recent years were collected, classifies and analyzed by document analysis and comparative analysis. Based on that, the industrial, technological, political and capital foundations of national digital publishing base are summarized. Besides, this paper aims to separate fourteen bases into three development stages-prior to carry and try, fast layout and standardized access:three construction types-zone within zone, detached new building type and urban coupled; and two management structures-government-led and market-oriented. Meanwhile, the general situation of 14 bases and the changes of the scale of each base since 2011 has been presented. Problems and difficulties during the construction and operation of national digital publishing bases are put forward by comparing and analyzing the development phase, construction type, management structure and economic scale of 14 bases. They are divided into three levels:unscientific top-level design(incomplete industrial structure and evaluation mechanism, weak brand awareness), business outcomes not meeting expectations(small proportion, focusing on license, neglecting development and vague positioning) and lack of innovation (policy speculation, false prosperity and shortage of talents). Thus, this paper separately chooses one relatively successful bases from traditional publishing zone, digital publishing zone and high-tech industrial zone to learn from their excellent management experience in system, industry and human resources. And accordingly the development path of innovation-driven is proposed. Comments and suggestions for further development of national digital publishing base are come up with from the concept innovation, system innovation and management innovation. It will help to promote the institutional mechanism innovation base, industrial structure optimization. outstanding business talent gathering resources, and to achieve sustainable development of the base. This paper presents the innovative evaluation system of national digital publishing base, which will contribute to the evaluation and instruction of national digital publishing base from five dimensions:economic scale, innovation investment, development efficiency, public services and sustainable development.