With the rapid development of Internet technology, educational informatization has entered the era of interconnection of "everyone learning, learning from time to time, learning from place to place", and the educational publishing industry has undergone profound changes. In the changing tide of the times, many publishing houses gradually explore the way of networking of digital publishing and service education to provide knowledge service solutions for colleges and universities. The publishing industry is also actively exploring the new mode of "Internet + channel". At the 2018 National Higher Education Textbook Summit on the theme of "Creating, Winning and Progressing Together", people from the educational, publishing and distribution fields discussed the above topics.
Increasing digital marketing
Seemingly simple, actually affects the whole body.
"Publishers either use third-party e-commerce platform, or actively build their own e-commerce platform, expand their own business channels through the network, and increase the control of marketing channels in a quiet voice." Ma Jingtao, director of the market and Teaching Service Department of Higher Education Press, seems to be in the background of the "Internet +" era. The marketing work of publishing houses is also undergoing digital transformation and upgrading.
Publishing, university teaching materials, national higher education textbooks summit, higher education textbooks
Taking Tianmao Platform as an example, a search based on the keyword "flagship store of publishing house" shows that there are 290 publishing houses running flagship stores on this platform, and nearly 200 stores supplying Tianmao Store at the same time. "Publishers choose e-commerce platform for marketing, seemingly only to add a digital marketing channel, but seemingly simple changes, the whole publishing industry chain has a pull-in effect." Ma Jingtao said that this change means that traditional channel distributors are facing three dilemmas: information transmission, marketing costs, product flow tracking and money management.
In this regard, Ma Jingtao believes that: "From the development trend of marketing channels, traditional channels and e-commerce channels will coexist for a long time. Textbook distributors must take the initiative to integrate with new channels, constantly improve marketing skills and quality, and adapt to the diversified development of marketing channels, in order to find new breakthroughs and better outlets in the future book marketing market.
Under the condition of digital resource sharing
How can publishing houses develop their advantages?
Wei Chao, Dean of the school of Journalism and publication of Beijing Institute of Graphic Communication, raised the problems in the use of university teaching materials. For example, there are many majors and disciplines in Colleges and universities, and the use of single textbooks is very small. There are many kinds of similar textbooks, which are updated quickly and difficult to choose. Teachers do not need textbooks to teach.
From the perspective of publishing houses, Lang Hongqi, assistant president of Chemical Industry Publishing House, thinks that publishing houses should think about several questions: First, what is the core competitiveness of publishing houses in the future? "When publishing paper books, publishing houses enjoy exclusive publishing rights, but will future digital resources still have exclusive rights?" Second, digital publishing houses should have exclusive rights. Are resources development capabilities and platform operation capabilities sufficient? "Our competitors are not in the industry, but Internet companies, they have the advantages of capital and technology." Thirdly, where is the future profit model of textbook publishing? "Although the publishing house has invested a lot of manpower and material resources in the development of resources, the real benefit of digital resources to publishing houses can be said to be negligible."
In the face of the above problems, how should education publishing houses take the digital road? Ideally, to change the publishing of textbooks, from content, presentation to teaching services, it may be necessary to carry out comprehensive integration and innovation, to the path of rebirth.
But how to do it? There are different ways of doing it. For example, the network of love courses built by higher education publishing houses relying on their own strength has formed a good symbiotic relationship between them. In Lang Hongqi's view, in the future, publishing houses can increase the added value of paper-based textbooks, enhance their ability to develop digital resources, upgrade and develop digital textbooks, and build online courses to provide continuous services.
Aiming at "building online courses and providing continuous services", Lang Hongqi further explained that "the specific work that can be done is the construction of digital resources and the support of teaching." He introduced that at present, the common form of resource-based matching of paper textbooks and online textbooks is the application of two-dimensional codes. "The resources and types associated with two-dimensional codes are more and more abundant, and they are applied in textbooks from paper to animation, video, including VR and virtual simulation." In addition, he also suggested that publishers develop integrated digital textbooks, online teaching cloud platform and online courses. "These things are not easy to do. We need publishers, universities and distributors to work together." Lang Hongqi said.
"Why is it Himalayan FM, get, know, answer and so on that stand in the Internet knowledge payment fashion in 2017? Instead of our education publishing industry? Why can't we share a cake of the Internet tide? Why are we still anxious that books can't be sold and students are unwilling to buy books?" Xinhua Guocai Education Network Several "why" of Li Li Li, executive vice president of Science and Technology Co., Ltd. triggered the participants'thinking, "We can't just worry, we should really take action".