Study On The Digital Transformation Strategy Of Mass Book Publishing In China

With the application and popularization of digital technology and mobile terminal,great changes have taken place in China's publishing industry,the absolute advantage of the traditional market does not exist,the sale of the physical bookstore fall seriously and replaced by the rise of the online bookstore and e-readers bursting,mobile reading is to become the new darling of readers.Traditional publishing enterprises are facing unprecedented difficulties and challenges,digital transformation is regarded as the inevitable way and hope for the future of publishing industry.Compared with the successful digital transformation of professional publishing and education publishing,the road of transformation in the field of mass publishing has been slow,whether the value of the industrial chain,or commercial operation mode,and technology research and development,training of talents,have yet to find out a road of effective transformation development.Therefore,it is urgent to explore the digital transformation strategy of mass Publishing.This paper is based on the theory of communication,marketing and modern publishing,analyzes the impact of the development of digital technology on the mass publishing industry in our country and tries to explore the transformation and development of the mass publishing in the new era by means of literature analysis,case analysis and comparative analysis.In this paper,In this paper,the author analyzes the advantages and disadvantages of the digital transformation of mass publishing in China from two aspects: internal and external,using SWOT analysis method;Secondly,this paper expounds the format and the specific situation of the mass book publishing in the digital age from the main body,the content of the book,the distribution mode,the audience group,the digital technology and so on,based on the theory of 5W communication and on the process of mass media communication;Moreover,using the 4PS theory,the paper offers some feasible suggestions on the digital transformation of the mass book publishing from the aspects of product,price,channel,promotion and so on;Finally,the paper discusses the system guarantee of the digital transformation strategy of the mass book publishing in China,which mainly involves four aspects,such as personnel training,copyright protection,technology upgrading,brand upgrading and so on.At the same time,the author analyzes some popular publishing digital transformation success stories,including the Golden Shield Press joint enlighten the media group to jointly develop the China Jindun TV broadcast platform,children's books using the latest AR technology,and CITIC publishing group distribution sales service outsourcing model,are popular book publishing in China in today's fierce competition market conditions to explore the feasible measures of bigger and stronger.In conclusion,the innovations of this paper are as follows: Firstly,I try to systematically analyze digital transformation of public books publishing which is still blank in this academic field.Besides,combining with communication,marketing and other multidisciplinary knowledge,the useful insights on how to implement the digital transformation strategy for public books publishing are put forward in this paper.Secondly,through the study of the success cases of digital transformation of public books publishing in our country,this paper has summed up some successful methods of transformation on the basis of the combination of theory and practice.In short,in the increasingly fierce competition pattern of the digital,the public book publishing can open up a new market situation only if we give full play to its own advantages,seize the digital development opportunities,and innovate the transformation path.