Research On Digital Publishing Transformation Of Guangxi Book Publishing Units

In the notice of the “Eleventh Five-Year Plan for the Development of the Press and Publication Industry” issued by the General Administration of Press and Publication of China in 2006,the words “Digital Publishing” appeared for the first time.He planned the transformation from traditional publishing to digital publishing,and since then has initiated the transformation and development of China's publishing industry from traditional publishing to digital publishing.With the advancement of digital technology,mobile communications and network technologies are maturing,and the media is becoming more integrated.Traditional publishing units are unable to continue to develop according to the original model.The gross value of paper publishing in my country was surpassed by digital publishing for the first time in 2009,and digital publishing has become an important development trend.In 2010,my country issued “Several Opinions on Accelerating the Development of my country's Digital Publishing Industry” to limit the time for completing the digital publishing transformation to 2020,and the digital publishing transformation of my country's traditional publishing units has entered an accelerated period.The digital publishing transformation of traditional publishing units in Guangxi is synchronized with the whole country,and after the People's Government of Guangxi Zhuang Autonomous Region issued the “Opinions on Accelerating the Development of Digital Publishing Industry” in 2012,it has shown a trend of accelerated transformation.At present,the digital publishing transformation of Guangxi book publishing units has entered a critical stage.The digital publishing transformation has achieved staged results,but is also facing development bottlenecks.It is urgent to sum up experience,solve problems,and accelerate the realization of a comprehensive and successful transformation.This study analyzes the political,economic,cultural and technologicalenvironment in which the digital publishing transformation of Guangxi book publishing units is based on the perspective of media ecology and media integration.It adopts literature analysis,case study methods and in-depth interviews on Guangxi book publishing units.Analyze the transformation of digital publishing.In this study,Guangxi Normal University Press Group(hereinafter referred to as GNU Press Group),which has a very typical demonstration value,is selected to conduct in-depth research,and to communicate with the management and business backbone of the group to understand its digital publishing Transformation views,practices,and plans for future development trends,focusing on the Group's strengths and problems arising in the digital publishing transformation process,analyze its transformation strategies in terms of organizational integration,content production,product development,and product distribution.Summarize the Group's experience in digital publishing transformation.Because of its strong representativeness,it can be used as a reference for the digital publishing transformation of various book publishing units in Guangxi.This study further analyzes the digital publishing transformation of Guangxi book publishing units and finds that the following problems exist in the process of digital publishing transformation: First,there is a lack of composite publishing talents and a lack of talent reserves with professional backgrounds related to digital publishing;digital technology backbones are in short supply;Talent team shows an aging trend.The second is that the acquisition and utilization of copyrights are too scattered,which affects the subsequent digital development of content,and it is difficult for digital publishing to advance.Third,improper division of labor and collaboration in the digital publishing industry chain,it is difficult to use their own advantages to launch high-quality and diversified digital content and service products.Fourth,the depth of media integration is insufficient,and its influence on the social networking and content platforms is weak.Fifth,digital publishing has a single profit model,mostly staying on selling digital content products,and service products have less profit.In view of the above problems,the following development suggestions are proposed: First,increase the introduction and cultivation of talents.The second is to use the relevant policies and capital to improve the copyright purchase rate,while optimizing the organizational structure and strengthening the concept of digital publishing to achieve an increase in the utilization of digital copyright.The third is to separate from the areas of technology research and development that are not good at,clarify the positioning of the digital publishing industry chain,promote the division and cooperation of the publishing industry chain,and avoid vicious competition.The fourth is to speed up the integration process with a comprehensive network platform,use online social and content platforms to collect and analyze user data,and improve marketing accuracy.Fifth,draw on the “Internet +” thinking,create a “content +service” model,use technology to drive the development of digital publishing content,use high-quality digital content to drive the quality of service products,and ultimately use the reaction force of service product quality improvement to further enhance the impact of content products force.