"Party Construction Reading" Wu Shulin: Under the leadership of technology, how to cope with publishing changes

Wu Shulin: Under the leadership of technology, how to deal with publishing and change

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In the publishing industry, it was discussed for almost 30 years around whether it was the content of the content of the content or the channel. Why does this question become the focus of the publisher's debate? Since the 1990s, with the rapid progress of information technology and the concept of information highway, especially the increasing development of Internet technology, now we have brought us into the era of the "Yuan Universe". It is getting more and more sharp. At this time, we will continue to explore this topic because the industry encounters many new problems. The purpose of the "Reading X" forum is to sort out the problems encountered, indicate where the obstacles encountered, try to express it in clear language as much as possible, report to the industry authority in time, and focus on the wisdom of the industry to study New problems solve new problems.

Publishing change under new technologies

The current information technology revolution is in full swing, and we can use the laws of communication to study the characteristics and laws of information technology. There is a 30 -year phenomenon in the communication science. It is about the application of a new technology. Generally speaking, it will gradually return to rationality after 30 years of running -in period. Each application of new technologies will impact the industry's pattern and promote the development of the industry. It will also bring new situations and problems. Each disruptive new technology application often brings disruptive changes, and the application of technology now verifies this trend.

It is often said that in our current era, we have encountered a great change in a century, and this sentence is also applicable to the publishing industry. From the perspective of the world communication pattern, Gudenburg invent metal live printing and use mechanical printing to spread knowledge and transmit information, and politics, economy and society have made great progress. The carving printing of the Sui and Tang dynasties in my country has been very developed. After the Song Dynasty, Bi Sheng invented the printing printing and promoted the development of China's economy, society and culture. The current progress of information technology revolution has prompted Facebook, Twitter, Wikipedia and other foreign social media to rise. Domestic search platforms Baidu, Tencent, comprehensive e -commerce platform Taobao, JD.com are in the ascendant. More, even more. Our industry has encountered unprecedented huge challenges. In the face of less optimistic situations, some people have proposed the "theory of publishing the disappearance." But will the publishing industry die? of course not. The information technology revolution happened to a certain extent forces to revolutionize the publishing industry in content production and channel change. Due to this information technology revolution, the capacity of content production has been greatly improved. All the publishing concepts, publishing processes, publishing tools, and publishing carriers have undergone revolutionary changes. The root cause is that the ability to spread information technology Great enhancement. Today, scientific research and social life have changed a lot. The original secret information and knowledge can be more convenient to obtain. Isn't this a huge progress in society? Isn't the information more symmetrical? Technological progress has forced us to better do the needs of scientific research, education, economic development, and all aspects of the people's production and life. Compared with the world, our Chinese publishing industry must be alert, and the method of knowledge spread has changed greatly. Content driving is by no means an empty words. Each of us needs to "look at the amount of wind" in order to properly treat the content driver. The technological revolution has a huge impact on the original publishing pattern. Why can the earliest reform pioneers applying new technologies can become the main body of the market? This is just like Volkswagen Communication mainly occurs on the Internet. At first, the publisher was unable to apply digital technology, but 30 years later. If the publisher does not actively embrace new technologies and new environments, it will be eliminated. We have sold more than 70%of the public publications we sold on the Internet platform. Fortunately, our publishing industry has formed a profit model with teaching materials as the core. The publishing of textbooks is monopoly and the platform has no participation channels. Therefore, the publishing of textbooks is relatively stable. After the rise of the Internet, a platform represented by Amazon once asked to take the pricing power published by the public. I clearly remember that when Bezos proposed a cheaper communication, the new book was $ 9.9, and when the pricing power was in hand, the chairman of the American Publishing Industry Association told me that he was lonely from Amazon's negotiations because he couldn't talk about it because he couldn't talk about it. Amazon's strong platform. However, the publishing community in the United States united and adhered to the pricing power of publishing. The journey deserves our publisher research. Is it content drive or channel drive? The most fundamental factor depends on who is priced. The biggest problem we now encounter is the right to pricing. Nowadays, high pricing and low discounts on the market are false pricing, which is unreasonable. We need to return to rationality now. Under the conditions of new technological revolution, how to make the publishing industry develop healthily, I think all publishing units shoulder their responsibilities. Only the publishing unit recognizes the seriousness of the problem. The problem of the problem, the publishing industry has the way out. Therefore, the most fundamental way is to take action by the publishing unit first.

Various issues worth paying attention to and research

First, piracy. Everyone will find that there are few piracy on the Amazon platform in the United States, and piracy on our online platform is prevailing. This is because if piracy appears on the Amazon platform, the entire Amazon platform will be closed because of this. Therefore, the publishing department, including industry associations, should clearly analyze pirated issues and report to relevant departments to promote the introduction of relevant laws. Under the actual conditions, the publishing unit must do something. I suggest that once the publishing unit finds a piracy, it is necessary to immediately notify the platform for the next process.

Second, content driver. Content drivers need to keep pace with the times and improve the level of content production. Now the concept of professional publishing has become a knowledge solution, becoming a platform and tools inseparable from scientific research and teaching. If the publishing function, methods and quality are not advancing with the times, it will be eliminated by the market. To improve the quality of content, it also needs to rely on new technologies to solve the problem.

Third, we must promote the publication and distribution units to find a rational solution. Social progress has improved, and it must be eliminated without walking in accordance with the social mechanism. The so -called reason is to find a new balance point and think about problems from the perspective of the country. In the early days of reform and opening up, the publishing industry implemented the package sales system. Under the Internet conditions, the sales cost came down. How can I find a new balance point at this time? This will have to run in for many years. Some countries in Japan and Europe are still a real -price sales system supported by national law. The United States and Britain are floating price sales systems. Different countries have different practices. Blindly, the management department provides a full set of solutions, which is a manifestation of the lack of responsibilities in the publishing industry. If the publishing industry does not study or does not work. Internationally sings well, there is no savior, nor does it rely on the fairy emperor. Publishing prosperity and development can only rely on the struggle of publishing workers.

Finally, keep pace with the times and actively use new technologies to empower and publish. Speaking of a case, the core product of Finance and Economics Press is the accountant test book. The piracy of this book a few years ago was popular in the market. They used the QR code technology to come up with a way to open up the accountant examination and examination counseling. With QR code technology, if you buy piracy, you cannot obtain tutoring resources; if you buy piracy, you cannot take the exam. Through this method, piracy is effectively eliminated. With new technologies, we must be good at solving new problems with new technologies. Wu Shulin: The lecturer of the Chang'an Street Reading Club, the chairman of the China Publishing Association

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