Research On The Internet Transformation Strategy Of Traditional Publishing Industry

With the popularity of computers and the rapid development of Internet technology,new media continue to emerge,has brought great changes to people’s life,reflect the specific changes in the field of reading is the reader to obtain content information more easily than before,more convenient access to information channels,content gradually diversified,such changes to provide traditional content press the main business has brought great challenges.At the same time,Internet technology is also constantly expanding the types of books and sales channels for the traditional publishing house ushered in a new growth point of performance.Under the help of the rapid development of Internet technology brings convenience,a part to make the Internet become the people’s lives cannot be separated,the Internet is not only changing the user’s way of life,but also to subvert the traditional aspects of the industry.Traditional industries are proud of product development model,marketing model,service model has gradually become less effective.In recent years,traditional industries have opened their own transformation of the way the Internet,meet the Internet with an open attitude,but many of the traditional industries of the Internet is simply that the transformation of traditional industries and the Internet,but do not understand the nature of the Internet,which is the core of the Internet thinking is "customer first",which is an interest in also,additional emotion,values,sense of belonging and demands of the higher order perceptual economy,different from any traditional business models.The background of the Internet era,user behavior,consumer habits,consumer preferences have a huge change,with people quickly to enhance the quality of life of consumers,product details and interactive experience requirements are also gradually become severe,China consumer market has entered a new era of consumer upgrades,which industry can be better to the real needs of users as a guide,product innovation and upgrading,to meet the diversified and personalized consumer demand users are increasingly rich,which can be successful in the Internet era,the era is not eliminated.Along with the Internet technology into people’s life,the new media continue to update,the book is no longer the only way to acquire information,micro-blog,are using the method of the age of the Internet attracted the attention of the reader from We-Chat,media,media and radio voice and so on,as the traditional press content providers are still using the single content delivery business ideas,the lack of interaction with the readers,not timely collection and analysis of diversified and personalized readers’ reading needs.At the same time,book sales channels also along with the progress of science and technology and constantly expand the community,electricity providers,e-book reading platform,network bookstores and other diversified sales channels to meet different groups of readers of the consumer scene,on the one hand,the traditional press to bring new sales growth,another side to the traditional publishing channel integration is put forward the requirements of higher level ability.In the face of the change of the market,the traditional press actively looking for a breakthrough,to early completion of the transformation of the Internet,but the traditional press bloated hierarchical organizational structure,editorial employees can not accurate grasp of the real needs of readers,the issue of personnel lack of channel integration capabilities,the three outstanding issues,seriously restrict the Internet transformation of traditional publishing industry the road.This paper according to the current traditional press is facing in the Internet era under the background of the three major problems,combined with the characteristics of the Internet,from the four aspects of ecological thinking,organization,operation,liquid wisdom generalized management Internet transformation of traditional publishing industry put forward the feasible strategy of action.The traditional Internet industry transformation of the original power comes from the network,link to build a new scene and stage for the traditional enterprise value remodeling and variable bonus value upgrade,how to make good use of link brings,how to reshape the traditional publishing industry value to complete the transformation of the Internet based on the link,is the core problem in the study and discussion of this thesis the.This thesis uses the "network" four step method,enhanced interactive link butterfly unlimited,re combination,create value to study the traditional publishing industry in the Internet to quickly penetrate into all aspects of business background,subversion and change from the strategy,organization,management,operation and other aspects.Finally,this paper summarizes the traditional publishing industry transformation Internet solutions:first,the organization structure of the flat,flat organization structure not only can fully mobilize the enthusiasm of the staff,more important is mobile and flexible organizational structure characteristics,can have different skilled professionals to participate in the work of the director of play in the group,for the overall objectives and brainstorming,and the organization also overcome the responsibilities of the various functional departments of traditional publishing organization mutual prevarication,abuse information each other out of touch,to strengthen the horizontal linkages within the publishing agency,published in that each individual in the chain can have no communication,full cooperation and get a sense of honor and pride from the team.Second,enhance the ability of data analysis,the traditional press editors must timely adjust the content editing mode changed from one-way output "content provider" interactive "under the background of Internet content services".To edit the practitioners as a starting point from all aspects of the reading process,which links with the infinite,to grasp the reader constantly updated reading needs,reading preferences,long reading and reading scene information,and provide targeted services.Third,strengthen the integration of the ground line bookstore,online bookstore,book city,community business,We-Chat public,social networks and other different business channels and seamless,and cooperate through the optimization and upgrading of business processes,to achieve seamless cross channel process can make the readers obtain the contents of the book.The traditional publishing industry to the Internet era should keep pace with the times,industrial upgrading and transformation,seize the opportunity,to find local breakthrough point,with the mobile internet marketing media,publishing companies adhering to the cultural attribute and social responsibility to play,dare to cross,jump out of the traditional book management pattern.At the same time also hope the conclusion of this paper can provide some support for the reconstruction of the traditional publishing process,change the traditional press logic of old business model,to create more and more readers really love reading books,reading in the mobile Internet era to reproduce the glory.