Study On Development Strategies Of Publishing Houses Under Fragmented Reading Trend

Fragmented reading is the reading trend in the rapid development stage of internet.The emergence of terminal equipment such as smart phone,tablet PC and E-reader has changed the reading mode of people largely.Relying on new reading carrier,fragmented reading has developed to become the most common reading mode rapidly.Though the academic field and publishing field have ever had disguised criticism on fragmented reading,but we should admit that the era of fragmented reading has arrived.During the reform era of nationwide reading,the publishing houses should not only persist in the traditional publishing position,but also need to embrace changes and transform its role to strive for more initiative under the new reading trend,positively open new road for its long-term development by aid of new media technology,and explore the innovation potential of publishing.Based on defining the concept of fragmented reading,this paper analyzes the integrated development situation of publishing houses in the fragmented reading process,taking it as the starting point,it further analyzes the current development and existing problems of publishing houses under the fragmented reading trend.Finally,this paper integrates the innovation cases and internet thought of publishing houses to put forward the development strategies.Besides introduction,this paper consists of four parts:The first part discusses the determination of the definition and development of fragmented reading.Through defining the definition and characteristic of fragmented reading,the paper explores the origin of the development of the fragmented reading,makes the analysis of the relationship as well as difference between fragmented reading and digital reading,then accurately defines the concept of the fragmented reading.From this perspective,the paper illustrates the development process of fragmented reading and its integration with the publishing houses,finally,dialectically analyzes the fragmented reading.The second part illustrates the contemporary development status of the publishing houses under the trend of fragmented reading.This part makes the discussion mainly from the following four aspects:the content of publishing,the readers,the mode of publication,and the marketing status of the press.On the basis of elaborating the current situation of the development of the publishing houses,the paper makes the summary by the analysis that the press' commitment to meeting the readers' increasing demand of the fragmented reading has made some achievements,but some insufficiency still exists.The third part discusses the problems existed in the publishing houses under the trend of fragmented reading.Based on the analysis of the current situation of the publishing houses,currently the publishing houses exist the following problems in the trend of fragmented reading:first,the form of the content as well as the reading mode of the publishing works are single;second,the traditional paper works cannot adapt to the changes of readers' reading thinking;third,the press's operating capacity is insufficient;fourth,the marketing model of the publishing houses lack technical innovation.The fourth part points out the development strategies of publishing houses under the fragmented reading trend and put forward countermeasures and suggestions on the problems existed in the publishing houses mentioned in the third part.In the internet era,problems should be solved based on internet thought.Combined with the innovation cases in the publishing industry,this part puts forward 12 strategies from four aspects of content driving,user driving,operation driving and technology driving.The final part summarizes the whole text and provides expectations on the future development trend of publishing houses under the fragmented reading trend.Under the fragmented reading trend,the publishing houses should conformt the development of era,summarize the past and make prospects to the future.Besides,it should tightly grasp the development chance to strive for more initiative under the new reading trend,try to integrate the internet thought,lay a good foundation for media by aid of innovation development strategies of publishing houses and establish new pattern for the press.