A Study On The Digital Transformation Strategy Of Professional Book Publishing In China

Since 21 st Century,with the rapid development of the Information Technology,representatively,the Digital Technology and the Network Technology,it has affected the development process in almost every industry,including the Publishing industry.With each passing day,a new type of publishing has appeared in the publishing industry.It's the Digital Publishing.This kind of publishing has a huge impact on the global publishing industry.With the new innovation of the technology,such as the development of the Internet,Digitization,Big Data,the communication media of the information has already changed.The reading manners of the mass have shifted from the traditional paper media to new media.The traditional publishing is suffering an unprecedented challenge.In October 2015,the digital publishing was included in the "13th Five-Year plan" for the first time.Besides,it put forward new requirements for Chinese traditional publishing industry.A new pattern of publishing that based on the Digital Technology build up gradually.The transformation and promotion of the Chinese whole publishing industry is extremely urgent.As an important part of traditional publishing industry,the Professional Book Publishing is mainly aiming in the transmission of information and knowledge.It dedicates to publishing professional books,such as the books of law,finance,technology,healthcare and other industry,in order to offering help for the vocation personnel engaged in the professional work,researching,teaching and so on,including industry monographs,academic monographs and professional books.With the development of Digital technology,it creates conditions for the production of small batch,personalized content products or services,which will provide a large number of new market opportunities for the "picked,refined,specialized" Professional book publishing.Many publishing companies are actively exploring,embarked on the development of professional library and the digital publishing.But in the process of digital transformation of Professional Book Publishing,some weaknesses have been exposed,for example,the absence of suitable profit model for the publishing companies,the lack of the consciousness of innovation of digitalpublishing,the short of digital publishing personnel and so on.Among the reasons for these problems,there are the factors of professional publishing their own,such as the difficult reuse of historical resources recycling,the rootedness of the traditional publishing concepts,and the lack of complex talents.Also,there are some external challenges: the imperfection of the digital publishing industry chain,the intense industry competition,problems of derivative copyright,and the disunity of the digital technology standard.How to grasp the opportunities brought by digital publishing,avoid the risks,to promote Professional Publishing from traditional to modern,and to promote the perfect integration of Professional Book Publishing and digital publishing,to achieve the sustainable development of the digital publishing.It makes a big difference for the future development of Professional Book Publishing.This article belongs to strategic research.It mainly uses the literature analysis method and case analysis method.Meanwhile,it combines with the theories and methods of the Sociology,Economics and the Communication Sciences.A large amount of data was collected and organized.Based on the method of literature analysis and case analysis,this article analyzed the present situation and the problems of professional book publishing in China.By listing the representative example of cases of Central press,Local press and University press which carried out digital publishing of the professional book,this article analyzed the process of digital publishing of professional book in China.The innovation of this article mainly displays in two aspects.Firstly,it is the application of analytical method SWOT of the economics to analyze the advantages and disadvantages,opportunities and challenges of the digital transformation in professional publishing.Secondly,with the deep analysis of the digital transformation trend of professional book publishing,it provides new thoughts for Chinese digital publishing of the professional book,mainly from the aspects of platform construction,profit model,brand marketing,competition and cooperation strategies.Meanwhile,it also provides feasible supporting measures for the digital publishing of professional book from a macro perspective,so as to providing reference for the development of Chinese professional publishing industry in the tideof digitization.