A Study Of The Transformation Of Chinese Educational Newspaper And Magazine Publishers

Because of the new media is increasingly popularized,great changes have taken place in the macro environment of educational newspapers and magazines published.Under this big background,Chinese educational newspaper and magazine publishers couldn't be stuck in the past,must to the road of the transformation and upgrading.In this paper,using literature research,case study,interview method,PEST analysis and other research methods,focus on the study of the transformation situation of Chinese educational newspaper and magazine publishers,sort out problems in the process of transformation,and put forward several reasonable resolution strategy,combined with the analysis of the transformation countermeasure of the department of newspapers and magazines of Jiangsu Educational Publishing House are discussed.Firstly,the research background and research significance of this article is expounded.On the one hand,traditional newspaper and magazine publishers facing reform,education reform,market competition and the impact of the policies of the government,education press with astonishing speed and amplitude,its business into small profit era gradually.On the other hand,communication technology develops rapidly,the increasingly popularity of smartphones,tablets and other terminal equipment,media convergence,traditional media encountered unprecedented challenges.Therefore,the study of the transformation of the publishers is conducive to the benign development of Chinese educational newspaper and magazine publishers,but also to meet the demand of the reality of user educational publishers,promote the publishers targeted transformation.Secondly,the environment of the transformation of the educational newspaper and magazine publishers is analyzed.First of all,the macro environment of the educational newspaper and magazine publishers is analyzed,mainly reflected in policy,economy,society and technology;Then the micro environment is analyzed,embodied in the competition within the industry,the threat of a replacement,the buyer's bargaining power,bargaining power of suppliers,the threat of potential entrants.Through the analysis of the environment to understand the main reason for the transformation.Thirdly,the research analyzes the development and transformation of the status quo of Chinese educational newspaper and magazine publishers is analyzed.The development of the education in our country are reviewed the newspaper and magazine publishers;And analyzed three kinds of the educational newspaper and magazine publishers-the educational newspaper and magazine publishers directly under education departments,newspaper and magazine publishers are subordinate to the college and the publishers are subordinate to the publishing house,each type of all listed a transformation is successful.Forthly,the main difficulty of the transformation of Chinese educational newspaper and magazine publishers is summarized.The traditional publishing mindset did not get rid of;Content advantage has not been reflected,digital content value degree is not enough;Digital products form a single,not into the fusion trend;Publishing talents in short supply;Digital business profitability is not obvious.Lastly,the countermeasures of the transformation of Chinese educational newspaper and magazine publishers are studied,mainly as the Department of Newspapers and Magazines of Jiangsu Educational Publishing House as an example.I think that Chinese educational newspaper and magazine publishers should establish the idea of media convergence concept and follow the user supreme to change the concept of traditional publishing;Stick to content resources,develop diversified digital products;Explore digital platform construction from establishing perfect website platform,database platform and widely used in micro platform;Construct publishing talents team to achieve full transformation;According to the characteristics of its own or the digital products,the publishers could explore suitable ways of profit.So as to promote Chinese educational newspaper and magazine publishers further transform and upgrade,better and faster development.