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Publishing perspective: the content integration of digital publishing industry comes first

the essence of digital publishing is economies of scale, and massive content resources are the basic conditions for the great development of digital publishing

the 2010 National Publishing Industry Station annual meeting was held from December 16 to 17. The theme of the annual meeting is to strengthen the integration of content resources and build a digital publishing industry chain

Hao Zhensheng, President of the China Publishing Research Institute, Xie Mingqing, executive vice president of the China Association of publishers, Wei Mingxiang, vice president of the China Press Association, Zhu Qihui, deputy director of the publication management department of the General Administration of publishing, and Zhang Yijun, director of the science, technology and Digital Publishing Department of the General Administration of publishing delivered speeches. The annual meeting also announced awards such as the best service station in 2010, the most commercial value station in 2010, the outstanding achievement station in the eleventh five year plan, and the innovative figure in the publishing industry in 2010

According to Zhu Qihui, among the top 30 enterprise portal websites, the proportion of traditional publishing stations is nearly half, and these stations are relatively well constructed, rich in content resources, prominent in specialization, and unique in technology and services. Xie Shouguang, President of the social science literature society, said that at present, 90% of foreign customers have also given high-level evaluations to our products. Publishing houses above have their own stations

Zhu Qihui also said that an important trend in the development of publishing stations at present is the active participation of traditional publishing units. Stations not only seek innovation and change in functions, but also have more innovations in content originality, communication and interaction, communication diversity, terminal diversity and so on

Zhang Yijun said that the wood plastic industry of the publishing station was included in the national key support emerging industry exhibition, which was basically coordinated with the digital transformation of the traditional publishing industry. At present, the station not only provides content, but also provides value-added services, and integrates and integrates content resources, which is conducive to the digital transformation of the traditional publishing industry

although the publishing industry has developed rapidly, there are still some problems. Xie Shouguang said that at present, the presentation mode and operation mode of publishing stations are at the low-end level. He believes that the real positioning of the publishing house should be the basic information platform. The publishing house should position itself as a content operator, stand on its own content characteristics, integrate and share content, and form a network cluster

Zhang Yijun also said that there are some problems that cannot be ignored in publishing stations, which are mainly reflected in: the positioning of some publishing stations is not very clear, the integration degree is relatively low, and the development of functions is still at a superficial level; The profit model of some publishing stations is not mature enough, the degree of information specialization is not high, there are few excellent content, weak copyright protection and other issues are particularly prominent

content integration is fundamental

Liu Chengyong, deputy director of the Internet publishing testing center of the General Administration of publishing, said that the essence of digital publishing is that the new national standard covers household appliances expected to be used to contact or process food. Economies of scale. Massive content resources are the basic conditions for the great development of digital publishing. If the problem of content integration cannot be solved, the development of digital publishing will become a dead letter

in this regard, Zhu Qihui said that publishers should use advanced technical means to integrate content and create a database that is easy to retrieve and use in order to attract users. For the construction of publishing stations, Zhu Qihui proposed a model of content integration + technical support + talent construction. He said that the current development trend of publishing stations is good, and traditional publishing units actively participate in, seek change and innovation. In the future, publishing stations should pay close attention to content, highlight characteristics, implement quality strategy and create quality stations

Wang Qin, the main evaluation expert at the annual meeting of the national publishing industry station, said that at present, the intensive business model of the publishing industry station, so the development prospect of this product is optimistic by 10 points, and there are signs of red, Dayang and people in this regard. In addition, the scale of content resources is integrated and rapidly expanded, and shows an open trend. Such stations are represented by Shanda literature and Chinese

however, Wang Qin also believes that the current industrial concentration of China's digital publishing industry is not high enough. Although large-scale integration has been done, the content of international, Hong Kong, Macao and Taiwan has not been integrated, which has not played a sufficient role in promoting the overall improvement of the entire industry and has not formed a joint force of the industry

Liu Chengyong also said that for traditional publishing units, content resources are their core competitiveness. If we don't work hard on the integration of content resources and only pursue terminals, it will be difficult to develop

who will lead the industrial chain

Liu Chengyong said that the integration of the industrial chain of digital publishing is also facing a problem, that is, the integration must have a leader. Traditional publishing has content advantages, but platform operators and technology providers are also playing a market game with traditional publishing, trying to become the leader. Liu Chengyong believes that a good digital publishing industry chain is a chain of division of labor formed by content, technology, platforms, telecommunications, terminals and financial service providers, and integrated into a complete chain on the basis of division of labor

Wang Qin said that China's digital publishing industry chain is too long, and the correlation between upstream and downstream is not strong. Publishers need to cooperate with technology service providers, technology operators, wireless operators and distributors, but the integration between various links is not strong enough. Therefore, it is necessary to simplify the industrial chain and strengthen the links between various links

in addition to the industrial chain, Wang Qin believes that the product chain of China's digital publishing is too narrow, and the publishing industry should also develop derivative products for a product to obtain value-added benefits

in addition, the matching degree between the reading needs of segmented readers and digital content is also far from enough. Although there are a large number of resources on the Internet, the viscosity of these resources to users is not high, resulting in resources that cannot make profits for publishing houses. To this end, Wang Qin suggested that the integrity, effectiveness and real-time of the content provided by the publishing house should be strengthened, and the fragmentation level of content resources should be improved. Readers can pay for the resources according to the chapters and days of use

liuchangming, general manager of Founder electronic digital publishing business department, believes that the publishing industry is facing the opportunity to transform to a professional information service provider, and become an application service platform that can carry paper publication services, e-book services, education services, interactive sharing services, and personalized on-demand services

Zhu Qihui said that in the future construction and development of the traditional publishing industry, we should firmly grasp high-quality content, actively highlight our own characteristics, cultivate professional teams and improve publishing ability, so as to remain invincible in the industrial chain of digital publishing

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