Study On The O2O Publishing Model Of Guidance Books In The Internet Plus Era

Since 2011, researches on 020 (Online to Office) in China have increased every year;since 2014, it has become a focus. Our government attaches great importance to 020 development. For example, in September 2015, the State Council released the file On Promoting the Online/Oflline Interaction and Commodities Innovation Development and Upgrading, which has given support to the balanced development of 020 market and promoted the innovation of 020 market model. The educational publishing area concerning 020 in China and its platform construction have made progress, deserving an in-depth research.This thesis attempts to explore the effective ways of integrating paper version guidance books with online network resources. Traditional paper version guidance books,with a single broadcast mode, have a slower upgrading, a higher cost and a shortage of information, while the new business model 020, characterized by integration of online and offline interaction as a seamless supplementary model, meets the demand of individual needs by providing three-dimensional and interactive learning experience.This thesis proposes some advice on how to transform a traditional publishing enterprise and a digital publishing enterprise into an integrated one. The thesis originally suggests how guidance books publishing companies should, against the backdrop of Internet Plus,facilitate the construction of online supplementary resources platform and of guidance books 020 publication ecological circle through an integration of online and offline interaction, which shows its integrated communication marketing advantage ofO2O.This research systematically analyzes the cases of 020 publishing model at home and abroad and tentatively discusses the feasibility of the typical cases of O2O supplementary publication model. This research focuses not only on the online and offline operation but also on the medium of online entry and offline exit: the accumulation and application of"user data". In the big data era particular, professional publishing companies should obtain and maintain as much as possible the precision-guided, friendly "user data5" which can be used to channel the online entry and offline exit. They should construct a system with a diversified online entry attractive to reader groups as the guide, the offline book products of quality, book selling experience and reading experience as the basis, and the user data gathering certain reader groups as the core, so a large number of reader groups with loyalty to the system will be formed. This thesis develops insight into the problems above.According to the data analysis and practical investigation, the author holds that the direction of integrating paper version guidance books with online network resources lies in constructing a more scientific O2O model in the publication field and exploring a model applicable to guidance books publication. But it needs improvement in respects of theory and technology. Considering the reading demand and features of guidance books and the current situation and potential problems of publishing enterprises in guidance books publication, the thesis gives some advice on O2O publishing model, marketing,profiting and gives a reflection on the technological evolution in the Internet Plus era and the new changes of reading approach.