Research On The Electronic Schoolbag Industry Based On Industry Chain

With the rapid development of information technology and profound changes in educational philosophy, electronic schoolbags emerged and have arisen to be an important subject in the modernization process of China’s education. After an exploratory stage of over twenty years, the project has seen an explosive development in recent years. A complex industry chain of electronic schoolbag is coming into being, involving various roles of schools, education administers, traditional publishers, digital content providers, the terminal equipment manufacturers and network operators.In contrast to the promising picture of people actively setting foot in the electronic schoolbag project, many experts, scholars and even decision-makers and implementers in the industry are still doubtful about or at least not that confident in the project. The reason is that electronic schoolbags as an industry involve too many sectors and may affect the interest of various parts. In its exploratory stage, the industry has already shown the hint of lurking perils. In addition, there are problems in the co-operation, matching and interest-allocation of different sectors. The future of electronic bags is worrying if these problems cannot be solved.The dissertation, on the basis of the foreign and domestic study and theories on electronic schoolbags, industry chains and e-publishing, using different research methods, involving in literature research, comparative research, case study methods and so on, tries to figure out the current situation of the e-schoolbag industry. First, it analyzes the industry environment of electronic schoolbag from four aspects of policy environment, legal environment, market environment and competitive environment. Second, it makes clear the whole industry chain, sorting out various parts in the industry, the role they play, and the problems facing them. Specifically,it analyzes the integration trend of the industry chain and sorts out three patterns of the industry integration, which are dominated respectively by network operators, IT and the terminal equipment manufacturers and digital content providers. It makes an analysis on the strengths and weaknesses of each of the three patterns. In particular, it points out the advantages and disadvantages that digital content providers have in the integration, providing some supportive ideas on publishers’ entering the electronic schoolbag industry. On this basis, it also makes some strategic advices on how the government should perform its macro-administration on the industry and how the enterprises (publishers, for example) in the industry should make their specific decisions in the future.