The current situation, trend and Countermeasures o

The current situation, trends and Countermeasures of the publishing industry under the background of new technologies in recent years, with the accelerated integration of the publishing industry with new technologies such as computer, Internet, wireless communication and e-commerce, revolutionary changes are taking place in the carrier form, technical means, communication mode, marketing mode, management concept and management mode of publishing, and the publishing industry has entered a new period of great change, adjustment and development

the current situation of the publishing industry under the background of new technology

the integration of new technology and the publishing industry makes the development of the publishing industry present a complex situation, which is highlighted in four aspects: the coexistence of advanced and backward technologies, market competition, emerging enterprises and uneven audience demand

coexistence of advanced and backward technologies

generally speaking, there are both the most advanced modern publishing and printing technology and the backward publishing and printing technology. Web publishing, based on modern information technology, has realized the diversification and globalization of publishing information carriers, the database of information organization, the automation and high-speed of information processing. It reflects strong vitality and has incomparable advantages compared with traditional publishing. The emerging publishing forms promoted by new technologies, such as blogs, podcasts, photographers, wikis, literature stations, newspapers, online games, online publishing, etc., are developing rapidly. These publishing forms are separated from physical carriers such as paper and ink, with fewer publishing links and high efficiency. Readers can read them anytime, anywhere. Some enterprises even claim that they will only publish e-books in the future and will no longer publish traditional printed books and periodicals. Some people predict that mankind will move towards a paperless society, and books and newspapers will die out. However, the author believes that it is still too early to assert that the traditional publishing industry will withdraw from the historical stage. Although new publishing formats and new products supported by new technologies are emerging one after another, the transformation from traditional publishing to digital publishing is accelerating, and emerging publishing formats are gradually occupying the traditional publishing market and showing a trend of replacing traditional publishing, most newspapers at home and abroad have not given up paper publishing, and the phenomenon of advanced and backward industry and the interweaving and coexistence of tradition and modernity will continue for a long time

competition in the market

at present, the degree of monopoly in the publishing market worldwide is relatively low compared with other industries, and the domestic publishing market monopoly has not yet formed. According to the 2009 publishing industry analysis report released by the General Administration of publication, in 2009, there were 357000 publishing units (excluding digital publishing units), including 120000 legal entities, accounting for 33.5% of the total number of units; 15000 unincorporated units, accounting for about 4.2%; There are 223000 self-employed households, accounting for about 62.4%. Jiangsu Phoenix Publishing & Media Group, the largest publishing group in China in terms of comprehensive economic scale, had an operating revenue of 6.81 billion yuan and a total profit of 1.21 billion yuan in 2009, only 11.0% of the sales revenue and 12.4% of the operating profit of Pearson group in the UK in 2008. The main business income of the five periodical groups in China totaled 710million yuan, accounting for only 5.3% of the main business income of national periodical publishing; The main business income of the top four national distribution groups totaled 19.69 billion yuan, accounting for only 11.8% of the main business income of the entire publication distribution. This fully reflects that China's publishing industry is still large but weak, small and scattered at the enterprise level. The economic strength of backbone enterprises or groups is not obvious and prominent, and there is a large gap with the international level. The market monopoly is far from being formed, and the whole market is still a situation of competing for the best

emerging enterprises continue to emerge

in recent years, some emerging enterprises supported by new technologies have grown rapidly. For example, Shanda group has made an annual profit of nearly 6.6 billion yuan in a few years since it launched its games on behalf of Korea. There are also Tencent, Taobao, Sina, Sohu, Amazon, Dangdang, e-book operating companies Beida founder, Chinese, superstar, and scholar companies engaged in online sales of publications. Although some are not publishing enterprises in the strict sense, their publishing business has developed rapidly. At present, the General Administration of publishing attaches great importance to this, is focusing on cultivating large publishing enterprises and enterprise groups, and has issued relevant development plans and supporting policies, which provide opportunities for enterprise development; The rapid growth of the above-mentioned emerging enterprises has pointed out a rapid development path different from the traditional enterprise development model

uneven audience needs

on July 15, 2010, China Internet Network Information Center released the 26th statistical report on the development of China Internet. By the end of June 2010, China's national size had reached 420million, and the number of people had reached 277million, and the number of people was growing. In order to further understand the impact and impact of Internet on traditional publishing, some time ago, the author conducted a survey on the retail market of books and newspapers in Hunan Province. The data shows that compared with previous years, the sales volume of Hunan newspapers and periodicals decreased significantly in 2010. The circulation of global times decreased from 48000 to 25000 per day in the past, reference news decreased from 30000 to 21000 per issue in the past, and readers decreased from 80000 to 60000 per issue. However, the book retail volume of Xinhua bookstores and private bookstores is increasing. The situation shows that the rapid popularization of Internet and wireless communication is changing readers' reading habits. Readers' reading needs show an uneven and diversified trend. Young readers are becoming more and more accustomed to digital reading. Fast food culture relies more on Internet, and elite culture relies more on traditional books, but on the whole, traditional media is declining

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the development trend of the publishing industry under the background of new technologies

the development trend of the publishing industry under the background of new technologies is roughly manifested in three accelerations: new technologies accelerate the arming and R & D of the publishing industry; The intervention of new technology on people's production and life is accelerating; The emergence of new products, new media, new enterprises and new industries is accelerating

with the accelerated integration of new technologies and the publishing industry, the armed forces of new technologies on the traditional publishing industry and the birth of emerging industries are accelerating, giving birth to a series of new publishing formats and forms, such as content integrators, technology providers, network operators, telecom operators, electronic databases, e-books, network publishing, on-demand printing, book e-commerce, newspapers, e-books, e-magazines, and so on. On the one hand, it has completely changed the traditional way of publishing, so it can undertake the task of high-speed transmission and greatly improve the production capacity. Publishing has changed from the past decision of printing quantity to more scientific real-time printing and on-demand printing. The publishing system, mechanism and management concept are undergoing revolutionary changes. On the other hand, new products and new business forms emerge in endlessly, and are accepted, loved and even relied on by more and more people, providing numerous opportunities for the development of the publishing industry

the intervention of new technologies on people's production and life is accelerating.

the popularization of new technologies such as Internet has improved production efficiency and people's life. More and more people are highly dependent on it. The 26th statistical report on the development of China's Internet network shows that from the end of 2009 to the end of June 2010, the number of Chinese nationals increased by 36million. Among them, the number of residents increased by 43.34 million, an increase of 18.6%; 115.08 million rural residents, an increase of 7.7 percent; The average weekly time per capita continued to increase, with 19.8 hours; The utilization rate of Internet literature was 44.8%, and the number of users reached 188million, an increase of 15.7%, which was the largest increase in the number of users in internet entertainment applications

the emergence of new products, new media, new enterprises and new industries is accelerating

in the long history of the development of the publishing industry, technology is the decisive factor to promote the development of the publishing industry. The invention of papermaking gave birth to the handwritten paper publication, the invention of block printing gave birth to the printing publishing industry, the invention of movable type printing greatly improved the publishing efficiency, and the invention of lead movable type created the modern publishing industry. However, these advances have not fundamentally changed the product form. Whether it is copying, engraving, printing, offset printing, the final product is a book. It was not until modern new technology was integrated into publishing that the final form of the product broke the paper publishing, which ranked first in production and marketing in China's industry; In addition, in order to reach the most complete version of innovative high molecular materials 3D printing consumables, the published products can be read, and can also be used as shape and color e-books or other reading products. It is understood that at present, more than 80% of publishing enterprises in the United States have launched e-book business, and about 90% of domestic publishing houses have launched e-book business. Especially after the international financial crisis, the publishing pattern and publishing market around the world have changed significantly. A number of Internet technology, digital technology and mobile communication technology enterprises are marching into the content industry. International publishing and media enterprises have also accelerated the pace of digital transformation. A new digital publishing industry has been formed, and the development of emerging formats has become the growth force of the international publishing industry. In 2009, the main operating revenues of international well-known publishing companies such as reed Elsevier group, Springer, Taylor Francis publishing group, etc. came from digital products including electronic journals and databases, especially electronic academic journals, which have become a high profit margin and stable growth field. This is the revolutionary change brought about by the new technology. It constantly gives birth to new products, new media, new enterprises and new industries, and drives the adjustment of the traditional industrial structure and the transformation of the mode of economic growth. It is conceivable that, armed with new technologies, the future changes in the carrier form, reading form, mode and marketing means of the publishing industry will be an unpredictable world

Development Countermeasures of publishing industry under the background of new technology

the impact of new technology on the traditional publishing industry does not entirely depend on the technological change itself, but also depends on the attitude of the publishing industry towards new technology to a certain extent. Under the background of new technology, the development of publishing industry should focus on four aspects: arming enterprises and employees with new technology, segmenting the market with new vision, creating new products with new technology, and expanding enterprises with new technology

arm enterprises and employees with new technologies

enterprise decision makers, managers and ordinary employees should arm their minds with new technologies, be good at discovering the combination of new technologies and the publishing industry, and use new technologies to transform the traditional mode of enterprises, create new industrial categories and create new industrial platforms. For example, electronic database, which is the use of information technology to digitize content products, has become a very important industry category. Microsoft, Google, Yahoo, Baidu, etc. all aim at this industry and cooperate with publishing units to establish shared electronic databases. Reed Elsevier group has invested a lot of money to establish the world's largest scientific abstracts database, Scopus, and full-text database, science direct. At present, universities and research libraries all over the world are using these products. There are also such data enterprises in China. At present, the green apple company in Hunan is the largest Chinese data processing center in the world, with an annual processing capacity of 20billion Chinese characters, processing 2million editions of newspapers and periodicals, and completing the digitization of no less than 500000 books. The company's goal is to build the largest Chinese information processing and Internet publishing platform in the world

subdivide the market with a new vision

is to find the market from the perspective of the combination of new technology and the publishing industry. First of all, we should consider the characteristics and laws of the publishing industry,