| The publishing technology has been playing a decisive role in the development of human civilization and the spread of social culture.It affects people's reading habits,life styles,record methods and ways of thinking,and it presents different characteristics of the times under different backgrounds.Since the 21 st century,Internet technology,digital technology,mobile technology has made rapid development,the boundaries of media products between different storage media are gradually eliminated,which leads to "media convergence",traditional publishing is facing severe challenges,but also has huge development opportunities.In the wave of information,speeding up their own digital transformation,breaking the barriers of traditional publishing,and actively exploring the digital publishing path are the inevitable choice for the global publishing industry.The development of education in a country is closely related to the education publishing.Education publishing directly provides publishing services for learners and educators at different levels and stages.Its industrial economy occupies half of the total output value of the publishing industry.Therefore,the publishing industry in order to realize digital transformation,the most should be the first to solve the road of transformation is the education publishing.On the current situation,in China,although some education publishing enterprises have recognized the impact of the digital wave,and actively respond to the digital transformation of education publishing,but under the current national examination system,there are still a lot of education publishers hold away,relying on the traditional paper textbooks rest on its laurels,coupled with the digital transformation process in the existence of many internal disadvantages and external challenges,making the road of digital transformation very difficult.In this paper,the author use the study methods such as literature analysis,comparative analysis,case analysis and multidisciplinary comprehensive analysis,and use the theory of management such as enterprise development and industrial innovation,Marshall Mc Luhan's "media extension of human body",using and satisfying communication theory,and SWOT strategy analysis method,the author makes a comprehensive evaluation of the advantages and disadvantages,opportunities and threats in the digital transformation of education publishing industry,and studies the digital transformation of education publishing industry from the perspective of enterprise strategic management.The first part of this paper introduces the background and purpose of the study,the content and method of the study,the significance and innovation of the study,defines the concepts and theories applied in the study,and summarizes the relevant study at home and abroad.The second part,this paper analyzes the current situation and problems of the digitization of education publishing in China,and draws lessons from the relevant cases to provide reference for the digital transformation of education publishing.The third part,the author analyzes the advantages and disadvantages inside the enterprise and the opportunities and threats outside the enterprise in the process of digital transformation.In the fourth part and the fifth part,the author,on the basis of the third part comprehensive resource analysis,uses the Internet thinking to provide a specific and effective transformation strategies and the firm and secure measures for the digital transformation of education publishing in the enterprise positioning,capital operation,content production,media communication,marketing channels and profit models to achieve media integration,from the national policy,talent team,copyright protection and other aspects to implement protective measures,which help education publishing to break through the bottleneck of development and subsequent related study has important value and significance. |
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