On The Trend Of Digital Transformation Of Global Education Publishers

In this paper,three education publishers-Pearson Education Group,McGraw Hill Education and Cengage Learning-were chosen as study subjects and the U.S.higher education publishing market was taken as the cut-in point.Through the usage of case study,the paper aims to analyze and summarize the digital transformation measures taken by the three education publishers in different Internet development stages,and to reflect the digital development trend of education publishing.Firstly,this paper reviews the digital transformation initiatives employed by the three education publishers during the three stages of Internet development:Web 1.0,Web2.0 and Web3.0.Then,based on the innovation diffusion theory and life cycle theory,this paper measures the digital transformation and development of the three education publishers in the field of higher education in the United States.Lastly,this paper employs both annual revenue and digital penetration as measurement standards,and analyzes the digital transformation achievements of the three education publishers in the U.S.higher education field.It is found that three factors,namely the development of information technology,the changes of market demands and the domestic political and economic factors,have jointly promoted the digital transformation of the American higher education publishing market.The digital transformation can be seen from the following three aspects.Firstly,from the perspective of concepts,education publishers are adjusting their positioning,from content providers to service providers.Secondly,from the perspective of products,education publishers are optimizing their content delivery,from providing integrated resources to creating immersive learning scenario.Thirdly,from the perspective of profit models,education publishers are trying the so-called "All Inclusive" model,instead of the product-pricing model.In terms of thesis significance,this paper attempts to convert the focus,from the one on a specific education publisher to analyze the digital transformation generality represented by multiple international education publishers,the current development trend,as well as the possible trend in the future.In addition,at the end,the paper tries to raise some concerns about the digital control problems,which may be caused by the digital transformation.In the era of digital publishing,the digital monopoly brought about by exclusive resource channels,the protection of user rights and privacy data,and the operation and maintenance of digital platform systems are all questions left for educational publishers to answer.