Research On The Market Structure Of My Country’s E-book Publishing Industry From The Perspective Of Platform Economy

In recent years,with the rapid development of the platform economy,"platform" profoundly affects our lives,and also profoundly affects all walks of life.China’s e-book publishing industry market is also affected by the platform economy,enterprises through the creation of "platform" to link multiple subjects,to achieve platform development,this new economic development model has led to the upgrading of China’s e-book publishing industry,e-book publishing industry to the platform as the core integration of the industrial chain,the formation of diversified development of the industrial system,and also formed a new industrial market structure.At the same time also formed a new industrial market structure.China’s e-book publishing industry has gone through a platform transformation stage,and in the platform development stage,each platform market presents a unique industrial status and market structure,and this leads to a series of industrial market structure problems.The research on the market structure of China’s e-book publishing industry in this paper is based on this background.In the era of platform economy,there is an inseparable link between China’s e-book publishing industry and the platform economy.China’s e-book publishing industry has gone through the stage of budding,highspeed development and maturity of platform economy,and the e-book publishing industry has entered the stage of platform development,showing the trend of evolution from low to high degree of industrial structure completion and platformization,and the platform structure of e-book publishing industry presents the characteristics of hierarchy and bilateral market structure.At the present stage,the market of China’s e-book publishing industry presents a new face.According to the hierarchy of China’s e-book publishing industry platform structure and the uniqueness of bilateral market structure,China’s e-book publishing industry market is divided into three major platform markets of publishing,distribution and reading,and each platform market presents different status quo in its development.In the upstream e-book publishing market,traditional publishing platforms are in the digital transformation stage,with a small market share,and online publishing relies on platform advantages for industry chain integration to achieve up-and-down linkage,showing a monopoly situation;in the distribution platform market,the institutional market and audience market are the main distribution objects of e-books,with multiple entities competing for the e-library distribution market and e-commerce platforms creating new retail e-books;for the downstream For the downstream reading market,software and hardware developers compete fiercely.China’s e-book publishing industry market has formed new market structure characteristics in the process of platform development.The macro level shows the "hourglass" industrial structure pattern of "big at both ends and small in the middle",and the micro level shows new market structure characteristics,with the publishing platform market and reading platform market occupying a large market share and being in an oligopoly position,and the institutional market and The overall state of the institutional market and the terminal market is a competitive monopoly.In the face of such a form of market structure,China’s e-book publishing industry platform market presents a number of problems.In the publishing platform market,the traditional publishing platform has weak competition and low degree of platformization;the profit-seeking nature of the network publishing platform makes the platform "alienated" and causes homogenization;in the distribution platform market,the level of specialized application of the e-book platform in the competitive monopoly agency market is low;and the reading terminal market structure is unbalanced,etc.The second part of the fourth chapter addresses these shortcomings from multiple parties to optimize the industrial structure,such as traditional publishing platforms need to clarify market positioning and actively carry out platform construction;online publishing platforms should focus on the combination of social and economic benefits and shoulder the responsibility and mission of cultural dissemination;the library distribution market focuses on promoting the construction of e-book library application platform and building a unified service platform;the terminal platform market development Core technology,to create platform advantages,etc.,in order to promote the further development of China’s e-book publishing industry and optimize the industrial layout.