Research On The Digital Publishing Strategy Of JY Publishing House

Digital publishing industry flourishes around the globe in recent years,and this very industry maintains a good momentum in China as well.The total revenue of China's digital publishing industry in 2016 reaches 57.2 billion RMB,according to the Annual Report on Digital Publishing Industry in China 2016-2017,with a year-on-year growth of 29.9%.The total revenue of this very industry experiences a sustainable growth,and the user scale increases stably.With the compilation or formulation of the 13th Five-Year Plan in Digital Publishing and the 13th Five-Year Plan in Press,Publication,Radio,Film and Television,the policies support further enhances.Digital publishing industry embraces new opportunities and new situations,and the era of integration development in publishing industry approaches.The period of the 13th Five-year Plan is a critical period for press and publishing industry to carry out industry transformation and upgrading as well as to accomplish a qualitative improvement in integration development,and it is also a breakthrough period to establish brands,create new mode,harvest achievements and yield benefits.New situation is both an opportunity and a challenge for digital publishing.As one of the small and medium-sized local publishing houses subordinated to Guangxi Publishing&Media Group,JY Publishing House,founded in 1986,publishes over 1000 kinds of books with an annual sales amount of more than 200 million RMB.With a business range of textbooks and teaching materials for local colleges,universities,primary and middle schools,theoretical works of education science,academic works of culture and arts,reference books and other quality books,JY Publishing House boasts four publishing sections,i.e.basic education,educational theory and academic culture,general reading books,learning-facilitating books.The change of publishing industry exposes the problem of single product structure,the problem of inadequate capacity of anti-risk and the problem of weak market competitiveness.How to choose the right digital publishing strategy is therefore of vital importance in the tide of integration development,transformation and upgrading of digital publishing industry.This paper first organize the relevant researches and documents on digital publishing strategy of domestic and overseas publishing houses,then analyzes the current problems existing in the digital publishing strategy of domestic and overseas publishing houses;second,analyzes the current digital publishing situation of JY Publishing House;third,use PEST widely used internationally to analyze the macro-environment JY Publishing House is in,and then use Michael Porter's Five Forces Model to analyze the industrial competition JY Publishing House is in;fourth,uses SWOT to analyze and proposes the digital publishing strategy suitable for JY Publishing House----digital publishing strategy based on resources integration&boasting creative publishing mode;finally,puts forward the key points and supporting measures for implementing the strategy in accordance with the actual situation,provides good guidance for JY Publishing House and other small and medium size publishing houses alike in making digital publishing plan.As one of the small and medium-sized local publishing houses subordinated to Guangxi Publishing&Media Group,JY Publishing House,founded in 1986,publishes over 1000 kinds of books with an annual sales amount of more than 200 million RMB.With a business range of publishing textbooks and teaching materials for local colleges,universities,primary and middle schools,theoretical works of education science,academic works of culture and arts,reference books and other quality books,JY Publishing House boasts four publishing sections,i.e.basic education,educational theory and academic culture,general reading books,learning-facilitating books.