McGraw-Hill Digital Education Publishing Value Chain Study

Education publishing is one of the three major publishing fields.Moreover China's education publishing occupy half of the country's publishing industry,so education publishing plays a decisive role.With the deep integration of education,culture,publishing with Big Data,Cloud Computing,Adaptive Technology and other technologies,Exploring the digital transformation of education publishing is of great significance to China's educational publishing and publishing innovation.The digital transformation of education publishing in the United States began earlier,and the mature product models and business models of digital education publication have been explored.The successful development of these aspects will inevitably bring some useful experience for the transformation of education publishers in China.This paper selects McGraw-Hill,one of the three giants of education publishing in the United States,as a typical case,Porter's value chain theory as the main theoretical source,and McGraw-Hill's digital transformation as the breakthrough point for a comprehensive study.McGraw-Hill's successful digital transformation results from its products,channels,services,business management,technology development,etc.,In this paper explains how value activities generate value added for enterprises and make McGraw-Hill's education lead competitive advantage in the publishing industry.First of all,this paper expounds Porter's traditional value chain.With the development of information technology,Porter's value chain theory is further upgraded to a virtual value chain.Combined these two value chain theories with the realities of the publishing industry,the meaning,attributes and structure of the publishing value chain are further defined.This section provides a theoretical basis for the structure and development of the following articles.Then,according to the above theoretical basis,McGraw-Hill's digital education publishing value chain is divided into two parts:the main activity and the auxiliary activity.The main activity is the whole process of digital products,including:production,sales and service.The auxiliary activities are a series of activities that support and promote the main activities of the company,including:information management platform,electronic human resources management and technology research and development.The content of the information management platform takes McGraw Hill's ERP system as the research object,explains how it integrates the logistics,capital flow,and information flow of the enterprise,and effectively manages the enterprise.By analyzing the specific action measures of the above activities,it elaborates how these activities generated synergistic value-added for McGraw-Hill's digital education publishing value chain.Finally,from the above analysis of McGraw-Hill's comprehensive activities,it concludes that the McGraw-Hill digital education publishing value chain has immediacy,recurrence,and non-materiality which is different from the general publishing value chain.After further analysis of the relationship between the main activities and auxiliary activities of McGraw-Hill's value chain,these two activities are not separated,the two activities penetrate each other and are closely interlinked,and the internal activities of the two activity chains are also closely linked.Finally,through all the above analyses,the reasons for the successful transformation of McGraw-Hill digital education publishing were summarized.In summary,product advantages,technical advantages,and commercial advantages were taken into account to provide inspiration and reference for China's digital education publishing.