Path Dependence And Strategy Exploration About Traditional Publishing Transformation Under The Background About Media Convergence

MOOK is a publication form between magazines and books.Japan is the country where MOOK first appeared.This unique form of publication was copied by the Taiwanese publishing community in the 1990 s of the last century.In the modern sense of the China,MOOK started lately.Known as the earliest MOOK in mainland China,”OLD PHOTO” was published by Shandong Pictorial Publishing House in1996.And it really is the trend product of the publishing industry that has been in the last decade.In particular,GuoJingming`s”Island”,“CRAP” edited by Zhang Yueran,“Zhi Ri”edited by Su Jing,and”Reading Library”edited by ZhangLixian brought MOOK into the ranks of best-selling publications.Since then,MOOK has become a medium form with substantial benefits,and is no longer just a conceptual exploration.Beacuse the influence about historical origins and the promote during the age of media integration.MOOK formed a unique publishing phenomenon.There is relatively little research on observing the MOOK phenomenon with a historical perspective.Therefore,this article is based on the profound understanding of media convergence,through literature research,comparative law,investigation method,text analysis and other research methods,observation under the trend of media integration publishing environment,Induction and sorting about MOOK phenomenon,reveal the effect about MOOK,and then Explain the new ideas and methods brought about by MOOK phenomenon for the transformation of traditional media publishing.First of all,the author discussed in depth the causes of the MOOK,Based on this,we further revealed the significance of MOOK.We thought that MOOK is not only a driving factor for media integration,but also a re-understanding of media integration.Secondly,the author emphatically analyzed the multiple possibilities of media integration in MOOK,and proposed that the transformation of traditional publishing has a different degree of path dependence both in terms of thinking and strategy,and formed a powerful force in the entire publishing industry.And then,Based on the thinking of breaking this path dependence,the author selectedseveral publishing houses to carry out in-depth field research,not only verifying the objective existence of such path dependence,but also discovered the root cause of path dependence from the investigation.Finally,while seeking to avoid path dependence,the author proposes a new scheme and new strategy for traditional publishing transformation.