Study Of Digital Publishing Of People’s Health Publishing House

This thesis takes People’s Health Publishing House as research object and studies the present development situation of digital publishing in this press from three aspects of digital products, profit model and operation model, by literature analysis and comparative analysis. By contrasting with Reed Elsevier Group, the thesis tries to find the problems about digital publishing of people’s health Publishing House. Finally the thesis gives some advice for People’s Health Publishing House to improve digital publishing.The analysis revealed that, Medical presses in China focus on developing medical education and training exam. In many types of products, digital textbooks, specialized databases, test preparation courses are the main products. They also develop a variety of App. The trend of multi-media and three-dimension is obvious. And the policies made by government urge the development of digital publishing.People’s Health Publishing takes advantage of resources and develops many digital publishing products including databases, e-books, online courses, App and so on. They could make one product used for many times. They has formed the digital publishing model with the education publishing as the core and with the main products that E-learning, databases, networks value-added service as the main products. The education publishing puts emphasis on exam training and digital textbooks while the professional publishing mainly includes e-books, databases and online services and the construction of the databases is the key point. Mass media publishing focuses on website, e-books and online encyclopedia databases.By contrasting with Reed Elseiver, the thesis finds that the gap is big between People’s Health Publishing House and Reed Elseiver. In market strategy, Elseiver has international vision and expands market all around the world while the product market of People’s Health Publishing House is smaller. Domestic market is the mainly product market of digital publishing of People’s Health Publishing House. In the aspect of digital products, they are similar in the type of products but the function and the amount of digital products of People’s Health Publishing House are less. Health Publishing House don’t have a clear profit model in digital publishing except the product of medical exam training. MOOC of Health Publishing House has not made profit. And their value-added services, databases, e-books are still in development. In the operation mode, People’s Health Publishing House sticks to independent development and does not much rely on digital technology platform.The thesis argues that People’s Health Publishing Digital Publishing Business has many problems, such as it lack development in the medical professional publishing, weak network marketing, inadequate brand building, and incomplete talent cultivating mechanism and so on.The thesis suggests that People’s Health Publishing House should change the management system and modify operation mechanism. It should develop digital publishing by annexation and reorganization, adjusting the business structure, establishing integration information service platform, improving products system, expanding sales channels and so on. Besides, it also should actively build the brand, introduce and cultivate the talents, and improve the personnel training system.