The Research Of The Capital Operation On The Digital Field Of Chinese Educational Publishing

As one of the important components of publishing industry,educational publishing is a key field to be explored for the digital upgrading of the industry.Traditional publishing enterprises,Internet technology enterprises,schools and non-governmental educational organizations are all actively engaged in this topic and are expanding the digital publishing paths in the fields of preschool education,basic education,higher education,vocational training,and etc.,which have brought new thoughts on the product forms and functions for the educational publishing industry,and further promoted the reform of the educational form and means.Based on the changes that digital technology have brought to the pattern of educational publishing industry,the multiple integration of education,publishing and information technology has become the focus of digital publishing research.In the traditional publishing industry,every link in the industry chain has not formed a close logical relation.Thus,its research is limited to a certain enterprise or a certain production link.However,the digital technology platform makes educational publishing become a kind of network production structure in which actors of various natures will be able to participate simultaneously and exchange resources with each other,while the flow and conversion of capital among different subjects becomes the key to the digital upgrading of industry.At this time,the research of publishing transformation is actually a research on the relationship of various link movements in the industry.In recent years,the relevant "field” social theory,which has arisen in the interdisciplinary field,fits in with the logic of the capital flow and conversion in the digitization transformation of educational publishing.This paper selected such theory as its research perspective,and regarded the educational publishing as a digital field,attempting to analyze the present situation of the capital flow in the field by means of literature research and case study,demonstrate the basis of the capital flow in the field,extract the habit of capital upgrading,and build the strategic framework of the capital flow on the above basis as well as put forward universal suggestions for the digitalization of educational publishing.This paper was divided into five chapters.The first chapter introduced the background and significance of the research,put forward the idea of educational publishing as a structural space for multi-party actors to scramble for capital,and studied the capital dynamics of digital transformation from the perspective of the field.It also defined the concepts of digital publishing,educational publishing and field,and analyzed the current research situation at home and abroad,including the research on digital transformation of educational publishing and related research on the field,capital and habitus.The innovation points of this paper include extracting the general transformation characters of the publishing enterprises through the combination of the digital transformation of educational publishing with the field theory and the organization analysis of many cases,and extracting the systematic capital flow strategies based on the enterprise deduction and innovation theory as well as the habitus.The second chapter analyzed the present capital situation of educational publishing digital field in China.The first was the competition produced by the squeezing of the domestic and foreign markets,the reorganization of industrial chain and the scrambling of attention economy;the second was the differentiation generated by the content resources,the market links and the service mode;the third was its reconstruction produced by the digital open source that broke the education closed loop.Based on those aspects,the field provides a fuzzy boundary for capital flow and conversion.The third chapter carried out a specific analysis of the transformation basis of economic capital,human capital,symbolic capital and intellectual capital.Economic capital promotes the rational allocation of market scale through the stock market reform,self-management and M & A to expand the industrial chain;human capital develops towards the complex talents of digital technology,teachers and new media editors;symbolic capital expands brand influence in the cooperation between enterprises of different natures;the flow of the above capitals serves the final upgrading of intellectual capital and promotes the development of many kinds of derivative products in order to adapt to various integrated media platforms.The fourth chapter refined the habitual pattern of capital upgrading on the basis of capital transformation.Due to the complexity and movability of the field,the capital amounts held by the actors are not equal,it is necessary to adopt differentiated competition strategy according to the dominant capital.The characteristic upgrading of capital needs less capital and generally carries out the strategies of fine quality and specialization;its large-scale upgrading needs a lot of economical and technical resources,including the external policy to drive the collectivization and the internal integration to drive the diversification;and its value-added upgrading promotes content value-added services through multi-channel distribution,or a platform for Valueadded Service of online education.The fifth chapter put forward the capital flow strategy for the digital transformation of educational publishing.Based on the changing and developing habitus of field,the bottom-up strategic framework for the digitization transformation of educational publishing was built up,which included the establishment of talents and technical norms from the basic order,the opening up of various channels for capital flow and putting the idea of capital flow into the upper-level guiding ideology,so as to promote the transformation of educational publishers into educational service providers,and establish the sharing economy of "Internet +".This paper focused on the dynamic operation of capital in the field structure,started from the cooperative relationship between the actors,and explored the upgrading modes and the flow channels in the complex position relationship.On the digital field of educational publishing,the actors of different nature break through the obstacle of link,form the two-way interactive and crisscrossed network relations in the production chain,and construct the digital publishing ecological circle which is convenient for the free conversion and flow of capital,thus,innovating habitus,grasping dominant capital,and forming the cooperative network of link development.Nowadays,when digitization permeates the educational publishing industry,it is necessary to correctly grasp the laws of capital flow and have a full understanding of the relationship of integration,competition and development among publishing,education,information technology and new media,based on which,the sustainable and healthy development of digital transformation of educational publishing will be promoted from various angles.