Research On The Innovation Of Book Publishing Business Under The Background Of Digitization

The development of human communication activities has gone through four stages:oral communication,text communication,print communication,and electronic communication.Electronic media broke through the scope of time and space,making real-time communication at a long distance a reality,and human beings have entered the information age since then.With the rise of mobile terminals such as smart phones,notebooks,tablets,WeChat,websites,and the way of audience information is accepted,the Internet has increasingly divided the attention of the audience,and new media has also developed rapidly.Humans have entered the new media era.Nowadays,emerging technologies such as VR(Virtual Reality),AR(Augmented Reality),artificial intelligence,blockchain,and cloud computing are gradually emerging.The global digital landscape has undergone transformation and upgrading.The global digitalization pattern has entered a transformation and upgrading.The "Internet Plus" has helped the new economic ecology and has risen to the height of national strategy.Compared with the traditional publishing industry,the technology,capital,platform,talents and mode of book publishing industry have changed in the digital background,which is both an opportunity and a challenge for the publishing industry.The publishing content has entered a new era of quality,and the publishing industry itself has no crisis,but the business model is in deep crisis for the publishing industry.Under the multi-dimensional motivations of capital re-engineering,intelligent empowerment,and everything,through market innovation,product innovation,and model innovation,the book publishing industry presents composited digital publishing,new knowledge services,semantic publishing,on-demand publishing,digital education products,knowledge payment,social publishing,personalized book recommendation,etc.The article selects case analysis under the wave of mobile reading,focuses on the new format of "WeChat Reading" based on the knowledge-based payment reform under the wave of mobile reading.It discusses its"social + reading" operation concept,rich and high-quality content resources,fresh and simple interface design,natural proximity to the user experience,and effective and diversified business models.The publication of new formats is a systematic and comprehensive transformation,upgrading and innovation based on traditional publishing.In order to adapt to the emerging publishing industry and seek new economic growth points,publishers must abandon traditional publishing thinking patterns,learn emerging technologies,adapt to the Internet environment,and formulate a new industry,to promote the transformation of the publishing industry actively.To this end,the author reflects on the logical discussion of the innovation of book publishing industry,and believes that the book publishing industry will move towards the integration and opening of the publishing industry innovation in the present and in the future.In the fusion part,it discusses four aspects:publishing and emerging technology integration,publishing and cultural creativity integration,publishing and capital operation integration,publishing and real economy integration.In the open part,the publishing industry boundary is more open,and the publishing editorial role is gradually enriched.The way of realizing the liquidity is constantly expanding,and the product thinking shifts to four aspects of service thinking.Finally,it summarizes the overall development ideas of book publishing industry innovation in the digital background.