Problems And Countermeasures Of Network Publishing In China

The provisions on the administration of network publishing services was announced by the State Administration of Press,Publication,Radio,Film and Television and the Ministry of Industry and Information Technology in February 4,2016.It further defines the concept of "Network Publishing Service" and puts forward a series of new requirements to regulate network publishing service,which has been highly concerned about the industry and academia.With the rapid development of digital information technology and social media tools,the scale of Internet users has expanded year by year and the penetration rate of Internet is getting higher and higher.And there is a vast market space and great commercial value for network publishing which based on digital technology.Many large Internet companies have incorporated network publishing into the business strategy systems: Tencent,Alibaba and Baidu have set up their own network publishing group,and fully integrated network books,network audio,network television,online games and other business development.Network publishing industry has formed a large-scale industrial chain gradually.with the trend of global media convergence,the pace of the integrated development of Chinese traditional publishing industry and network publishing industry is accelerating.The vigorous development of network publishing has brought increasingly fierce market competition,but also led to a series of industrial drawbacks.In the absence of strict examination and effective supervision,network publishing generally showed a common situation: growth in quantity and uneven in quality.The crudely made quality,the common copyright disputes and the pan entertainment of the publishing industry are bound to affect the healthy development of the network publishing industry.Therefore,this article starts with the provisions on the administration of network publishing services.Through the interpretation of the concept of network publishing,this article summarizes the uniqueness and superiority of network publishing.It also focuses on the operation mechanism of network publishing,and analyzes it from three aspects: content production mode,propagation pattern and marketing strategy.This article discusses the problems of network publishing and then sums up the four ideas to improve the network publishing services.