Research On The Digital Transformation Of Publishing In The Field Of Primary And Middle School Textbooks Publishing

Textbooks embody the national education policies in detail.Thus,textbook publishing is not only a pure publishing progress,but also an important part of education service.As the digital age comes,both publishing itself and education industry have shown urgent demand for the transformation and upgrade of textbooks.60%of published textbooks in China are primary and middle school textbooks,which in the meantime have influenced more than 200 million educated people.Since these textbooks have played a pivotal role in publishing and influenced the development of education,their digitalization has come under spotlights among many societies.Press houses,education departments,and technical service providers have started to actively explore relative areas.Realistically,however,textbooks digitalization for primary and middle school is still in cradle phase and progresses much slower than the digitalization of professional books.Although various insurmountable difficulties in digitalization have been discussed widely as well as relatively homogeneous,the internal logic of such slow development is still worth sorting out.People's Education Press is the biggest and most authoritative press in the field of primary and middle school textbooks publication.Its exploration in digitalizing such books has typical significance.Thus,with People's Education Press as the major research subject,this thesis starts with the development of primary and middle school textbooks and investigates their digitalization after sorting out relative policies and market in the current stage.This thesis is based on all-round and in-depth investigation and analysis of the digitalization progress in People's Education Press through research publications,field studies,and interviews.The historical development and current situation of the primary and middle school textbook publication as well as the particular publication environment of such books have deeply influenced the digitalization of such textbooks.In view of these issues,this thesis analyzes motivations of such changes and the barriers in the process:lacking content and information-it is difficult to select information due to the shortage of effective resources and motivation to converge content,and it is hard to transform resources into products;lacking technical and human resources;unspecific digital publishing policies,such as the absence of industry entry mechanism;vague profit model and incomplete new industry chain.With the experiences of digitalization in People's Education Press as references,this thesis figures out the internal logical relationships of above factors hindering digital transformation of primary and middle school textbooks and puts forward originally strategies for such progress:(1)stick to taking authoritative content as a core advantage——educational press houses should promote standards in digital textbooks though digital publishing.They should seize the initiative by acting as the initiators of norms and rules,surveyors of products,and practitioners of service;(2)improve the policies and environment of digital textbook publishing and drive for policy support from government;(3)deepen understanding of innovation's role in digitalization of press houses ? concept innovation:with the development patterns of internet firms as references,press houses should dap the "profit model" trap and pursuit "gain after pain";? innovation in research and development process:press houses jump out of the traditional publishing process and recreate new pattern and rebuild organization structures according to requirements of digital products;?content innovation:press houses should abandon traditional publishing resources and design digital products with innovative thinking;? innovation in mechanism:during incubation period of products and market,press houses should introduce capital resources by various cooperation.