Study On Business Model Of Digital Transformation Of Longmenshuju Publishing

With the advent of the Internet plus era,digital reading is constantly changing people's traditional reading habits,thus the publishing industry is integrating deeply with the information technology industry.In the primary and middle school teaching aid publishing sector,which is a main part of education publishing market,the product form and product function are constantly updated and the corresponding service mode,operation mode,mode of income are also undergoing tremendous changes in recent years.Together with the problem of over supply,the homogenization of content,market chaos,vicious competition,the traditional school teaching aid publishing industry's profit margins continue to shrink.Under the environment of digital publishing,primary and middle school teaching aid publishing enterprises urgently need to explore the transformation path from the simple paper publishers to whole-package solution provider,to find company's new profit growth pole,and to get into the “blue ocean” of enterprise development.The digital transformation is the future development trend of publishing industry.Exploring an effective business model has become a hot issue in the field of digital transformation of publishing enterprises.Today,the vast majority of publishers are working hard to explore the business model of digital transformation,but by a variety of factors,a clear and complete business model has yet to be found.In the academic field,there are few related research papers.The existing papers failed to use theoretical tools of the business models to systematically analyze and study this issue.In this background,the complete and systematic analysis,research and innovation of business model is very necessary and urgent for digital transformation and future development of Longmenshuju Publishing.On the basis of previous studies,this paper first analyzes the history,current situation and the future development trend of primary and middle school teaching aid publishing market.Then the paper analyzes the operating situation and the existing business model of Longmenshuju Publishing,studies the successful business model of Pearson.Again,the paper build three new business models of digital transformation for Longmenshuju Publishing by using Alexander's business model theory,Potter's five forces model,and the value innovation theory of blue ocean strategy.Finally,the paper carries on the effective appraisal to the new pattern,and puts forward some suggestions on implementing the new business model,and provides a useful reference for the enterprise management decision of digital transformation.