The Research Of Integration And Development On New Media And Traditional Book Publishment In China

How to find a new way of existence and development under the impact of the change of the times, is the problem which must be paid attention to and solved.This paper focuses on the analysis of the process of the integration and development of new media, the traditional book publishing in the main business,platform channel construction, organizational structure innovation faced difficulties.We through the analysis of the problem to find the solution.Based on the technology innovation and development theory, economic theory,as well as the Internet thinking theory as the support, the paper analyzes the feasibility of the integration of traditional book publishing and new media.Based on the above theoretical basis, the main content of this paper is:First, the trend of China's traditional book publishing media convergence analysis, and from the macro, meso and micro level analysis of China's traditional book publishing and new media convergence development background. At the same time, the innovation performance of its integration with the new media to sort out the performance;Second, from the traditional book publishing business perspective, the platform channel operation and construction angle, organizational structure innovation perspective on the integration of the development process of the traditional book publishing dilemma analysis;Third, from the content resource value of development and positioning, active channels of platform construction characteristics, the innovation organization system,such as Angle road to try to make a breakthrough.To seize the opportunities of the times There's no making without breaking,publishing traditional books, and give full play to the intellectual content industry on national economy in other industries supporting role, also re position their important position in the economic field, to achieve industrial value rising.