Research On The Six Edition I Wonder Why Intergration Development In The New Media Environment

With the rapid development of internet economy, the mode of transmission has changed, at the same time the output of the cultural industry is also different. In the new media age, the traditional publishing industry is facing a new shuffle and change.Whether they can seize the opportunity to upgrade industry, is the major problem that major publishing group have to face.This essay takes the sixth edition I Wonder Why that pressed by Juveniles and Children's Publishing House as sample. The first part is to sort out the current situation of traditional publishing industry under the new media environment, and point out the inevitability of transformation and integration. The second part summarizes the development history of I Wonder Why, focuses on the analysis of the earlier stage publication plan and edit ,and the later effects and significance of the sixth edition I Wonder Why. The third part is the focus of this essay, first of all, the paper analyzes the opportunity of I Wonder Why. From the national level, it is mainly on the policy and financial support. From the industry point of view, the main advantage is the maturity of technology and the development of domestic and foreign investment market. From the point of view of the enterprise perspective is mainly based on the parent company of Shanghai Century Publishing Group, which can provide more resourse for the development of brand books, in addition, children popular science publications are much better than others in new media integration. At this advantage, the sixth edition of I Wonder Why seize the opportunity of a series of integration and exploration, including upgrading platform, changing the marketing strategy, extending brand output channels,and grasp the content advantage of diversified industrial chain development exploration. Although the overall environment is good for the integration of publishing,but there are still some places need to strengthen and improve. Therefore the last section of the third part is the challenge of the I Wonder Why. From the national's, there are many loopholes exist in legislation, publishing costs increased, resulting in the lack of public digital resource. The challenge of the market perspective is that the real new media convergence of the commodity market has not formed. Slow withdrawal of funds, the impact of foreign outstanding publications and the lack of children's popular science education based on Chinese traditional ideas. The fourth part is to give corresponding suggestions aimed at the last section of the third part. From a macro point of view, the emphasis is mainly the sound legal system protection of intellectual property rights,strengthen the construction of hardware and software, establish and improve the personnel security system; and micro perspective is mainly based on the enterprise's,they should embark on a road of brand development, to use their own advantages and seize the resources industry chain development.This essay analyzes and arranges the explorations of 1 Wonder Why in the integration of new media environment, with background - advantage - disadvantage -exploration - suggestions the five stages as the research path, aims to I Wonder Why case study, to provide reference and ideas for other publications and press transformation in new media age.