Publishers of the digital transformation process should pay attention to what problems

Traditional publishing houses in the digital publishing transition has the advantage: reader loyalty and monopoly of publishing resources. In the face of digital publishing, the most fundamental factors restricting the footsteps of traditional publishers, is the system and thinking.

Compared with traditional publishing, the advantages of digital publishing are: excellent fast search, massive storage, low cost, convenient editing and more environmentally friendly features. Its constraints are: people's reading habits and how to prevent piracy.

In addition to brand resources, traditional publishers have the advantage of brand loyalty and monopoly of publishing resources. The former is the wealth accumulated by traditional publishers over the years, and the value of the brand must be realized through the users, as in the case of Storytelling. The close relationship between publishers and printing units (some publishers have their own printing presses) brings lower printing costs, professional editorial talent (but not necessarily editorial staff for digital publishing) and author resources, can also be considered an advantage.

Because of the system and other reasons, traditional publishers in digital publishing is often more than enough, the lack of technology, capital and even talent so that they can only go to find those technology companies to cooperate, their own content forwarded to others to digitize the publication and sales. In the traditional publishing industry, the publisher is the center of the entire value system, linked to the author, printer and seller. However, in the current digital publishing field, publishers mostly play the role of content providers, equivalent to the author of the traditional publishing industry, the production and sales of the downstream completely lost control. And those who master the downstream channels of the technology provider to become the rule maker, not only by them to determine the price, share ratio and harsh conditions of cooperation, even the sales data and so on is also provided by them, the lack of third-party supervision, resulting in the industry actually integrity crisis.

At present, China's digital publishing industry is in the early stage of rapid development, the transition process should pay attention to:

1. Lack of high-quality content and lack of innovation. In the digital world, information is completely open and equal, and consumers will only have the desire to buy quality products that arouse their interest. Innovation will be the main core keyword for the future development of digital publishing.

2. Legal protection. The legal environment and copyright protection need to be strengthened urgently; infringement and piracy are serious; law enforcement and regulatory methods need to be strengthened urgently; and the regulation of cell phone costs needs to be strengthened urgently.

3. Difficulty in harmonizing technical standards; lack of technology and resource exchange under a unified platform.

4. Problems at the enterprise level. Uncertainty about the direction of development; lack of leadership, insufficient awareness, and lack of confidence in the enterprise;

5. Lack of composite digital publishing talents; lack of competitiveness of products; broken industrial chain; unbalanced distribution of industrial chain benefits.

6. It should also be noted that the government's support and requirements for the industry, the regulatory mechanism is incomplete.

7. Lack of all-digital process operation, without a unified and sound mechanism.

8. Effective integration of traditional publishing houses on their own industry chain to form a new digital publishing industry.

9. Digital publishing industry should first consider the direction. Traditional publishing is more sensitive to risk, but the decision makers of digital publishing to learn how to quickly figure out: the direction is right, the selection of points accurate, rather than because of the calculation of the return on investment is not clear on the first to stand idly by.

Compared with the traditional publishing industry chain, the biggest feature of the digital publishing industry chain is the prominence of equipment manufacturers and technology providers. Another feature of it is that it simplifies the publishing process and shortens the circulation link, so that readers can conveniently, quickly and directly access digital content resources through the Internet from the publisher's website, CD-ROMs, smartphones, PDAs, electronic mobile terminals and many other places.

Publishing from the traditional logistics into the flow of information, from the one-way transfer into two-way interaction, from the product-oriented change to the product and service-oriented. Service-oriented, will be the future of the publishing house must not be ignored as a development factor.

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