Research On Disney Series Book Publishing Under The Background Of Cross-border Integration

In China's publishing industry across other industries,traditional publishing and emerging publishing integration development of the background,the publication of Disney books in China is influenced by the external social and cultural environment.The Internet communication environment promotes the process of its cross-border integration,and the government has actively introduced policies to support the development of cross-border convergence of the publishing industry.Within the industry,The trend of global publishing has promoted the process of publishing Disney books in China.The global vision of publishing houses and the differential IP licensing of the Disney company create the basic conditions for the current Disney book market.As far as the current development is concerned,the main performance is the active Disney series of books in the children's book market,as well as the impact of diversified products and functions on consumers' purchasing preferences.Under the trend of integrated development of traditional publishing and emerging publishing,The Disney series explores many paths in the practice of crossover.In the cross-industry innovation of publishing,Children's Fun Publishing Co.,Ltd and China post jointly published the Disney series of books in the form of "books + stamp products".Many publishing houses focus on the development and publication of creative game books in the Disney series.Disney IP brand promotes the integration and upgrading of the products of Disney book publishing institutions,promotes the expansion and extension of book products,and explores deeply into the copyright value of Disney.Through the cooperation with traditional e-commerce,publishing institutions operate book platform apps and We Chat social platform to integrate the development of online platform and marketing.There are also some problems in the diversified and integrated development path of the Disney series.At the cultural level,there is a conflict between localization and internationalization,the infiltration of foreign values and the lack of localization stories of series books become the key.In terms of series books themselves,book content compilation needs in-depth exploration,and the current product development and reader positioning are limited.In terms of digital crossover convergence of publishing companies,there are still many problems to be solved in the creation of knowledge-paid products and private domain traffic for the Disney series.Fantawild,a local enterprise in China,has certain similarities with Disney in business development and operation.In the field of book series publishing,Fantawild "bear" series and the Disney series also share some similarities in book value.Both the commercial value brought by the enterprise background and the entertainment and educational value add economic and social benefits to the publication of the series.The cultural communication influence of the two is mainly focused on the "bring in" and "going out" of cultural exchanges,the local strategy of the Disney series of book communication and the overseas dissemination trend of the "bear" series of books.The optimization strategy of Disney series books can display the brand image of publishing institutions and books through the "window" function of the book fair,enrich the content and form of Disney series books,build an innovative talent team,and improve the market competitiveness.