Research On The Service Of Readers In The Publishing Industry In The Digital Environment

In the big wave of the digital age,reader service has become the key to the digital transformation and service transformation of the publishing industry.Based on this background,this paper uses the literature analysis method and case analysis method to conduct in-depth research on the reader service of the publishing industry in the digital environment.First of all,this paper mainly explains the background,research problems and theoretical basis of the reader service of the publishing industry in the digital environment.Taking the customer value theory as the main theoretical source,taking the digital marketing of the publishing industry as the background and the readers' value of the publishing industry as the starting point,comprehensively studying the status quo and problems of the reader service in the domestic publishing industry,and expounding the necessity of the reader service in the publishing industry..Secondly,this paper expounds the importance of the reader value of the publishing industry in the digital environment.With the development of digital technology,reader value is further upgraded from the previous one-way value(the value of the enterprise or the value of the reader)to two-way value transfer(the enterprise and the reader create value together,mutual benefit and win-win),in the enterprise-reader Based on the reader value of the angle,the concept,connotation and function of the reader value of the publishing industry are further defined,and the case description is combined with the actual situation and effectiveness of the book industry in the UK,the American book industry and the book industry in Taiwan.This paper introduces the role of reader value theory in the process of digital transformation of publishing enterprises,which provides a basis for the structure and development of the following articles.Then according to the above theoretical basis,the key analysis of the readers' needs in the digital environment is divided into three parts: one analyzes the reader's psychology,including the concept,influencing factors and changes of the reader's psychology;Analysis,including the concept of reader behavior,based on the AISAS model and SICAS model reader behavior analysis;three to read the group as an example,how the digital publishing industry to address the needs of readers.Through the specific analysis of the needs of readers in the above-mentioned publishing industry,this paper expounds how the reader service can make the enterprise develop sustainable development in the process of the growth of Chinese publishing companies in the digital background.Finally,through the above comprehensive analysis of the reader service in the digital environment,this paper proposes the reader service strategy of the publishing industry in the digital environment,which has different immediacy and interactivity than the traditional publishing enterprise,including: optimization management mechanism,Establish a service concept;adjust product structure,strengthen service attributes;integrate online and offline,and expand service channels.Therefore,this paper,through the research on the reader service of the publishing industry in the digital environment,hopes to provide some reference for the better operation and development of publishing enterprises.