Research On The Development Of Culture Creative Products Of The Publishing Houses In China

With the rapid development of China's economy,people's living standards continue to improve,the spiritual and cultural needs are also increasing,and the development of cultural industry continues to receive attention.As the place of cultural content production and dissemination,publishing house naturally becomes an important choice for the public to carry out cultural consumption.In addition,in the context of digitalization,Internet technology is booming,We Chat,microblog,mobile client and other new media applications emerge in endlessly,traditional publishing industry is facing unprecedented challenges,transformation and upgrading,extension of the industrial chain is imminent.Under such circumstances,the publishing house,based on cultural resources,develops and manages cultural and creative products,which can not only meet the spiritual and cultural needs of the public,but also play an important role in promoting books.The development of cultural and creative products has injected fresh blood into the publishing house,which is a new challenge and new content for the diversified development of the publishing house.Through the research on the development of cultural and creative products of publishing houses,this paper points out the efforts and upgrading attempts that can be made by publishing houses in the current form,and points out a practical way for the transformation,upgrading and diversified development of publishing houses in China.This paper starts with the general cultural and creative products,and further clarifies the concept connotation of publishing cultural and creative products on the basis of elaborating its concept and characteristics.Then through the description and analysis of the distribution,mode and product type of cultural and creative product development of the publishing houses in China,we have a clearer understanding of the development status.Next,it analyzes the advantages of the publishing house in developing cultural and creative products from three aspects of policy,content and brand,and explains the significance of developing cultural and creative products for the publishing house.From the above research,there are some problems in the process of cultural and creative product development,such as lack of product innovation,lack of relevant talents,and weak marketing.In view of the problems raised,the paper puts forward some suggestions for the press: in terms of products,the press should crack down on theexploitation of existing resources,innovate product forms to enhance its own uniqueness and market competitiveness;in terms of talents,the press should renew its ideas,actively learn the knowledge of cultural and creative product development,introduce and train relevant talents,and establish a professional talent team as soon as possible In terms of marketing,publishing houses should make full use of all platforms to promote cultural and creative products,improve product popularity,and strive to expand sales channels and increase the market liquidity of products.