A Research On The Digital Publishing Profit Model Of Chinese Book Publishing Enterprises

As an important method to promote human civilization, publication has always occupied important position in the human historical development. It has been providing us knowledge and culture through various ways, such as books, newspapers and periodicals, etc. However, with the leap-forward development of information technology, paper books have been abandoned gradually, more and more people choose digital reading. Digital publishing has entered a flourish stage. According to the "2015 Digital Reading White Paper" released by Chinese Audio-video and Digital Publishing Association, the total income of digital publishing reached 440 billion Yuan in 2015, and there are 296million users. The rapid development of digital publishing industry has drawn great attention from academic circles, the discussion about digital publishing soared, but now it still has not found a suitable profit model for the publishing enterprises. In such circumstances, this paper focuses on the digital publishing of Chinese book publishing enterprises, wishing to find its profit model out through literature analysis, theoretical analysis, data analysis, case analysis and other methods. In this paper, the writer cited CITIC Press corporation as an example to discuss the profit model characteristics and existing problems and put forward countermeasures and development strategies for the problem, at last draw the conclusion of the article.The whole paper is divided into six chapters. Chapter One is introduction, including the research background, literature review, significance methodology, and the innovation points, and defined the relevant concepts such as Digital publishing, Profit model,etc.The second chapter mainly analyzes the current situation of Chinese book publishing enterprises and makes a classification. At the same time, this paper analyzes the macro environment of Chinese digital publishing industry and concludes the positive and negative influence factors of the macro environment.The third chapter which studies the digital publishing enterprise profit model is the main part of this paper, including four different profit models:"Profit mode based on direct selling content", "Profit mode based on content operation", "Profit model based on value added service", and "Based on free content+fee Internet advertising profit model", with the mode of electronic books, digital rights management, online education and online advertising model as examples. Then through the case of CITIC publishing corporation the author analyzes the characteristics of these four models: diversity, cross-cutting,cannot form scale effect and lower profit rate resulted in the publishing enterprises’transformation of "content provider" to "content operators".The fourth chapter is talking about the existing problems on the digital publishing profit model of the book publishing enterprises in China:Firstly, the uneven distribution of industrial chain profits which leads to low profit margins of digital publishing. Secondly, the lack of innovation profit model. The main causes are: Laws and regulations are not perfect and the book publishing enterprises’ consciousness of digital publishing transformation is not mature. Specific performance as:Lack of professional talents in digital publishing, bad users’ experience and the imperfect payment system.The fifth chapter is about the strategy on the digital publishing profit model. First, we should construct digital publishing support system with professionals, services and technology. Second digital publishing brand matrix should be established. Third, we can establish a "capital operation+digital rights operation" mode. Forth user-oriented digital publishing SNS system should be established. Fifth, big data for the network advertising profit model should be developed. Sixth, construction of digital publishing laws and regulations should be improved. Seventh, we must accelerate the integration of digital publishing industry chain.The last chapter is the summary for this paper, and find out the deficiency of this article, and put forward the future prospects on the digital publishing profit model of the book publishing companies in China.