Research On The Optimization And Development Strategy Of Industrial Journals' Value Chain In The Era Of Digital Publishing

In twenty-first Century,the digitization and marketization of newspapers speed up because of the rapid development of Internet technology and the market economy,at the same time,guide of national policy expedites the transformation of traditional paper publications.In the era of digital publishing,the commodity attribute and the industrial value of academic journals are gradually clear.The Internet and information technology have changed our lives,at the same time,it also has changed the traditional method of editing and publishing academic journals and the relationship between the upstream and downstream enterprises in the industry value chain.In the era of digital publishing,whether academic journals can realize its value depends on whether the whole industry value chain can realize its value connection and appreciation in the process of knowledge dissemination.In the era of digital publishing,the industrial value chain of academic journals is an integrated industry value chain,which is dominated by the content resources,and the alliance of technology,production and management.However,at present,the value added ability of the original link and derivative link in chain of Chinese academic journals is lower than the value added ability of the manufacturing and communication links in the middle of the industry value chain,and it is not consistent with the trend the that "smile curve" theory explains the value of the industry value chain.It's also reflect the current academic journals of Chinese digital publishing industry value chain due to various reasons in all aspects has many problems,such as the whole industry value chain is not long,development is not balanced,link between development uncoordinated that needs to further adjustment and improvement.Based on the literature research and field interviews,using empirical analysis and normative analysis,This paper hope through the industry value chain theory from management of "gold curve" theory in economics to find the value chain that can effectively solve the problem of income distribution imbalance in the current academic periodical industry in the era of digital publishing.In addition,objecting the problems are proposed of the specific operation in the era of digital publishing academic periodical industry value chain,this paper propose finding the accurate position from their own advantages,expanding the industrial value chain with the optimization and extension;cultivating the core business based on user needs;adjusting the industrial value chain,strengthening cooperation as a guide to promote collaborative development;developing deeply,increasing technology investment,strengthening the construction of security system based on brand oriented construction and other measures,hoping for the healthy development of the industry in China that contribute to academic journals.