A Research On The Industrial Characteristics And Platform Competition Strategies Of Digital Publishing

The digital publishing industry,as an important development direction of the news publishing industry and strategic emerging industries,began to introduced to China in 2000,and in recently has maintained a rapid pace of development.Relying on the booming trend of growth,the digital publishing industry have developed as the most potential field of the publishing industry.The development of digital publishing needs not only the quality of the content,but also rely on the platform which can really affect the users.With the rapid development of China's digital publishing industry,all of the industry chain parties want to build a digital publishing platform,which means that digital publishing has entered the stage of the platform competition.In addition,according to the industry characteristics,the digital publishing platform is connected with the digital publishing content and consumption,is also connected with bilateral and multilateral customers.It has the typical characteristics of the bilateral market industry.This paper first summarizes the background and current situation of digital publishing industry.Then analyzes the characteristics of digital publishing industry from the perspective of bilateral market by the classical analytical framework of industrial economics.It analyzes the market structure of the oligopoly monopoly by taking the mobile digital reading market as an example,and points out that there is non-neutral price structure,the multi-party coordination behavior,the product collusion behavior and the incompatibility of the technology and content behavior in the digital publishing industry platform.Digital publishing platform enterprises have to use the competitive strategy to occupy a dominant position in the competitive environment.Therefore,based on the existing relevant theoretical models,this paper analyzes the pricing strategy and compatibility strategy of the digital publishing platform from the perspective of the bilateral market.Through the case of the microphone reading platform and the Kindle reader terminal made further explanation.At the end of analyses,gives the relevant recommendations.