Study On China's Rich Media Publishing

With the advancement of science and technology, publishing forms constantly updated. Rich media publishing as a new publishing form, its d evelopment status, development patterns, development difficulties and optimized paths deserves our attention and study.This paper is the study of rich media publishing. First, make the concept of rich media publishing to determine the scope of the study. This paper's rich media publishing is not only rich media technology in the e-book, but rather use of a variety of techniques to make the rich content of publications. Furthermore, rich media publishing and full m edia publishing is t wo different concepts. With the progress of th e economy, science and technology, people's consumption level increased significantly. They have higher quality for the reading requirement. Such a background leads to the formation of China's rich media publishing.Secondly, traditional publishing is a major force in China's rich media publishing. This is because they have lot of c ontent resources, but the digital transition unsuccessful. Publishing content more concentrated in children's books, detective novels and textbooks, reference publications. But now, China's rich media publishing has no scale.Thirdly, China rich-media publishing have two ways. The first way is c ombined with traditional publishers; they are Tw o-Dimensional Code publication, Multimedia Print Reader publications and Augmented Reality publications. Traditional digital publishers, not only conforms to peo ple's reading habits, but also to bring vitality traditional publications. The second way is combined with electronic publications,it's Ebook3.0. This is not only “electronic paper book”, but the development of rich media e-books, it has the advantages of electronic publications, not only get convenient channel, and easy to spread, ideal for children to use the reader.Last but not least, China rich media publishing is also facing some difficulties. Rich media publishing encounter technical obstacles, and rich media publishing content diversification, leading to copy right protection becomes a problem. At present, China's rich media publishing profit model of a single, facing the high development costs but reader low willingness to buy. This paper analyzes the four optimized paths to rich media publishing. National support for science and technology, and more new technology can be applied to rich media publishing. The rich media publisher shows a tre nd of diversification. Except traditional publishers, BAT has abundant capital, advanced technology and copyright resources of literature, music and films. In the f uture, they might try to rich-media publishing. Through the development of database resources and write high-quality original content, China rich media content resources continue to integrate. In marketing, rich media publications can boost sales from new model probation and peripheral product development both.