The Transformation Strategy Of MOOK Under The Background Of The Media Convergence

The development of media technology and the growing emergence of new media,makes the media fusion become irresistible trend in the media industry. Both based on the theory of technology and industry, and in the practice of the media industry, has been proved that media convergence is no longer just for communication form and the way of changing media phenomenon.As the extension of media convergence and influence gradually expanded, wider phenomenon affects many media phenomenon and industry. From the perspective of communication studies, books and newspapers and magazines together constitute the important media of modern communications. In the history of media in every time after the communication of science and technology revolution, while constantly absorbing the advantages of all kinds of new media, but under the strong impact of the Internet, books disappearing theory, theory of print die. For a long time, the publishing industry has become a high energy input, low return of traditional culture industry. During this period,a new kind of MOOK publishing form, should with the publication of the flexible form, in the traditional book industry to develop a new publishing model of the path, as well as in Japan, Taiwan of China to succeed. But in addition to the "book for publication" prohibited by the state, the relevant provisions of the MOOK more fall in its own growth did not break the shackles of traditional publishing form.This article through the analysis of the present stage the new trend of development of the media fusion of media influence on book publishing, for MOOK publishing custom prospect and consumer culture under the condition of the book publishing industry will develop, and reflections on these questions, the investigation of MOOK as a new way of publishing, how from the content, operation and meet the needs of readers, etc, constantly improve and progress, so as to adapt to this change in a new era of rapid development,become a new force in the publishing industry.Is the focus of this article, under the background of media convergence, content, technology, and channels of three factors on the influence of the media industry, publishing industry and change, and from the environment of the publishing industry, as a kind of small class to discuss the MOOK publishing form transformation strategy.The innovation of this article is that it will publish combination of practice and the theory of media convergence, so as to explore the use of MOOK this new approach in the production of high quality content, under the background of media convergence to operate efficiently, meet the demand of readers, perfect the method of business model.In the end, from theory to practice, from macroscopic to the case, the Suggestions to the current planning MOOK publishing form, can be applied in practical project of for the new media: entrepreneurs say feasibility scheme, so as to complete closed loop from theory to research to practice.