电子出版在中国的一般研究--新西兰essay代写范文

新西兰essay代写范文:“电子出版在中国的一般研究”，这篇论文主要描述的是随着新媒体技术的进步和发展，电子出版的出现对于传统的出版方式来说无疑是一次伟大的创新，电子出版改变了以往所使用的传播通道，电子出版的发展背后也是整个学术界在信息化时代下的变迁，引领着人们迈入数字化的新时代。

Electronic publishing to the traditional publication will be a revolution. It will change the structure of essential characteristic information production, the dissemination channel, and then will change humanity’s production, the life style. Inevitably, electronic publishing will be able to lead the vicissitude of the whole academic world. We hope to enter the real digital age with the help of electronic publishing.  

1. Introduction  引言

This essay will introduce a new way of publishing which namely electronic publishing to the academic field. The dissertation contains sevenmain parts: an introduction; process of electronic publishing; marketing research and marketing strategy; digital revolution effect the publishing industry; applications of copyright in the process of electronic publishing main problems and measures and a conclusion will be mentioned in the end. The purpose of this dissertation is to answer these questions as complete as the researcher can. With the introduction of electronic publishing, this essay will provide the publishers the process and highlights some examples, successful business models to analysis they make such a big progress.In the early days it was difficult to separate publishers and printers. However, with the development of publishing, publishers focus on the characteristic of book publishing. Same as the printers, publishers today pay more attention about process control and risk-taking. Furthermore, publishers need to keep good relationship with authors, booksellers, and retail sellers, extra.

However, a famous joke should be mentioned: Booksellers always love publishers. For more than five hundred years, publishers were totally controlled by those greed booksellers. On one hand, publishers have to pay a large number of their sell revenue to the booksellers which made their costs raised sharply. On the other hand, publishers probably take the risk of stock by themselves. This unfair role runs over five hundred years.

With the development of Internet technology especially Web 2.0, publishers suddenly find digital revolution seems like an extra bonus which gives them a chance to get rid of those booksellers .Because publishers relied on the booksellers to sell the products before. It almost continues for centuries. However, publishers can sell products on their websites now.

The data, tables owned by CNNIC indicates the power of Internet. 0.137 Billion people got experience to go to Internet and Chinese have 594 million computers connect with it which exactly makes me in shock. Furthermore, 35.3 million of computers use broad band which means they are potential key customers.

It is easy to discuss the advantage of electronic publishing. As a result of warring about stock, traditional publishing industry has to set up many storehouses which mean an accident to publishers. Electronic publishing reject papers, save income especially give chance to publishers connect with customers directly. This complexion was never appeared in the publishing history which is exactly important. Publishers become really businessman and have to give quick response to the changeable market.

Traditional publishers used to focus on the products. Commission editors signed authors after the projects passed by the whole working group. The whole company worked as hard as they can for the drafts, covers these kinds of things. They related good relationship with booksellers, retail sellers, but not listen to their customers, book worms. It indicates that publishers add value to their products but can not hear the voice from the market. However, electronic publishers will not face these kinds of troubles. They can design a questioner or vote on their website to know whether the product is good or not from their customers. The general process of electronic publishing seems similar as traditional publishing.    

As we known, electronic publishers get drafts from not only papers but also electronic resources such as blog, bbs and fiction written on the Internet. Publishers judge the hottest titles in watching the clicks for data can not cheat. After decide what kind of titles can be published, publishers use different methods to inspirit customers to read articles. The most common way is called “limit free”. Publishers put some sections into their websites for customers. This defined as “free downloading”, The rest of the product will cost money. After sign contract with online bank, publishers can easily get sell revenue from credit card, debit card and so on. Another common way is subscription. Publishers sell electronic magazines; electronic newspapers include images, scenes, David goal into mobile world. Consequently, booking RSS also need to paying bills. It is clear that publishers not only defined as goalkeepers but also system messenger providers today. They sell books, news, images, magazines, CD-ROM, DVD, even software like Adobe In design CS2, they can sell everything they want.

Bill Gates, the chairman of Microsoft, has said: My goal is to perish papers. It sounds Microsoft is willing to set up an electronic desktop without pens, papers to raise the productivity. We are glad to see electronic publishing uses in complex forums: not only in trade book publishing, but also in academic publishing. It is a really new age for the international academic world. By the process of consummating the technology using in search engine, more and more university libraries try to use electronic files to replace the papers which lower the budget of outlay and place. Furthermore, academician can easily find useful materials, reports, dissertations by search engines in 10 seconds, just on their offices or dinning room. By using electronic way to build a new publicans system, English students can wise up the fresh production from MIT which means information goes worldwide.

Our tendency for publish our intellectual transmission onto stream last out regardless the Internet evolution digital spread. Publishers always play a role of risk takers as they in sprite of cosplaying the successful models into new case. Failures can be judged that publishers not just because they are not capable of transmitting beneficial add value into their products, but because they exactly go to the endless darkness. We have heard ‘Price always follow with the marketing needs, not follow with costs. Making price often considered as a difficulty. However, electronic publishing also help publishers making price correctly. A product is popular or not lies on the clicks, flux which can help publishers quickly recognize. The Financial Times has lately indicated its official website all free. There is plentiful space to keep the brand professional in order to maintain the advertising operation but then files, records available for researchers study in academic field only. A current tide in publishing industry should be prefigured is before the 2030, nearly 70% of universities, academic community will enter the stirring digital age.

Publishing industry will change into complex style. The main stream will be electronic publishing. Publishers will use Photoshop to manage with images, illustrations; use in design to typeset the publicans. It is easy to describe the intermedium will not only as papers but also PDF or EXE. Traditional book will just provide those bestsellers. It is possible for libraries to collect paper books just because edition binding corpus seems like exorbitantly cultural relic. The only field that electronic can not compete with paper books is children’s book for computers will damage kids’ eyes and let children give respected to scientific stuff. Publishers would never worry about storage and get rid of those greed booksellers. The future for publishing industry is definitely electronic age.

2. Literature Review文献回顾

2.1 The process of electronic publishing

2.1.1 A brief history of electronic publishing

As a new kind of vector, the internet enters the publication domain; make a huge impact to the traditional publication field, the operation pattern by reasons of its multimedia, interaction, dissemination and superiority. The internet has broken boundary between the traditional media and publishing industry. Furthermore, it has been unified the dynamic dissemination. Therefore, the electronic publishing combines the publication with a new dissemination form.

(1) The origin of electronic publishing

The origin of electronic publishing, may trace the beginning to the 1960’s on-line information retrieval service systems. The international on-line retrieval service system (DIALOG) was being constructed in 1966. In 1972, DIALOG was invested and after that it has developed into the earliest independent online publishing service by commercial operation. In July, 1980, US first electronic newspaper produced by US Information Service Company sent to its 3,600 subscribers. Then “Los Angeles Times”, “New York Times” tried to post on-line browsing the electronic version successively to their readers. In 1982, a new on-line service entered the market with the help of telephone network connected with personal computers. This electronic announcement board can be defined as “BBS” (bulletin board system) which we extremely familiar with today. In 1989 the first electronic paper “Auspicious News” was published based on the internet

(2)Childhood of electronic publishing

Electronic publishing become so popular today is just because of the searching revolution. In 1994, there appeared the first search engine named “WebCrawler” based on the web service. In the same year two graduates Zhiyuan Yang and David has promoted Yahoo!. The website, made the concept of search engine strike root in the hearts of people. Apparently, electronic publishing showed the advantage to the public by means of its interaction. From this time on, electronic publishing transfer its business from electronic-mail, on-line service to formidable function web design, the multimedia publication, database publishing.

(3)Golden age of electronic publishing

Electronic publishing rising time displayed in the end of last century. It indicates mainly in three fields. 1. The traditional publication mixed up into the depth fusion. According to the difference characteristics in the market, the general publishing industry related with internet. After they realized the sensitivity and discrepancy of the convenient plat form, more new services were launched by electronic publishers. At this time, the traditional publication is willing to grow up their electronic business. In macroscopic speaking, electronic publishing can satisfy the demand of information in the market; in microscopic speaking, the product catalog, and the image publicity material, the direct sale mail-use network development tendency is more and more obvious today. Electronic publishers also publish electronic books, magazines, newspapers, journals and catalogs to the customers. After the fresh idea about electronic publishing was taken, the cross media publication starts to appear, the information resource pass through different processing carry on the publication and the issue in the CD, the DVD compact disc, the network, the paper product, the VHS    recording tape and so in the different styles.

2.1.2 Definition and type

The electronic publishing, from a generally speaking, any action to transmit information, idea, code, and hand writing, image , sound disseminates by any form on the internet, may considered as electronic publishing. Furthermore, in a narrow sense, the electronic publishing refers to the publishing organization that has legal qualifications take internet and circulation channel, publish and sell numeral publication. In another word, publishers edit the resource material which provides to the author carries on the design processing, marketing activity which sells to the customer. It is widely accepted in the world wide that ‘the network transmission’ is a new kind of publication form. ‘The public obtains the work through the digital network to duplicate. The work was similar to the visible duplication indicates the admission to the reality acknowledgements. (U.S White Paper, 1995) When the world intellectual property organization revised the Bern Joint Pledge, the experts’ board proposed 3rd section ‘According to the character of the production itself, regardless of copies by what way to make, if only being capable to satisfy the reasonable demand of the public can be considered as ‘Constitution Publication’. The suggestion requires inclusion of electronic publishing.

2.1.3 Types of electronic publishing

At present, the electronic publishing probably has five different types. The first mode is much more popular namely voluntarily publication. In general speaking, individuals are namely electronic publishers. Most of the second mode is net work company; Dang Dang is a model of this form. They seek to serve the publishers or get some hot sale books’ dealership. The third mode is quite easy to explain. Publishers add electronic publishing business by themselves. This situation can be found easily in the Great Britain. The fourth way is quite mature: POD (publishing on digital) is a pattern carries on the out of print book and small batch book publication in U.S.A. The fifth kind of pattern is any company develops electronic book software. Microsoft, Adobe, this kind of company can be put into this muster.

2.1.4 Diversification of electronic publishing mode

Obviously, electronic publishing has many differences from traditional publishing. Diversification refers to the manifestation, the method and the application function. As a fresh electronic transmit mode, it expand the circumscription of traditional publishing. The remarkable performance can be described in five main aspects,Basic characteristic as following

(1)Timeliness

Regardless of establishing a website for browsing, downloading or doing electronic mail, advertisement, and new fresh titles for the customer, actually electronic publishing has already completed the process of publishing. The significance of the process is to release the cost and to save the time. Customers have been allowed to obtain the website immediately to get everything they want. This indicates the instantaneity of electronic publishing.

(2)Large capacity

After those cheap publication tools were being provided to the publishers, the process of publishing seems easy to operate. As the digital space is unlimited, electronic publishing may use different medium with the help of using the information search scale technology in order to achieve the unlimited publishing comes true.

(3) Diversification

Diversification refers to the manifestation, the performance, the application function of publishing industry. Traditional books can only written by authors but electronic titles may use different methods to express information which makes the customer to obtain the multi-stratification satisfying.

(4)Interaction

Interaction of electronic publication finally effect in the ability of controlling the electronic titles by those end-users. This publication process has bidirectional information transmission which can be considered as dynamic and individuality. Customers may not only has right to choose titles but also be allowed to participate in the management, even to create information. For instance, they can contract publishers to give them suggestions; they can write Blogs on the website, even give their projects to the publishers for publishing. Through individual service which electronic publishers can easily provide to, publishers and customers are getting closely in the publishing cycle.

(5)Widespread

By the reason of computers connect to the World Wide Web, so any publication in the internet can be consulted as unlimited. Penguin Press can sell products, services to the worldwide customers. Book worms from any country can easily get the free chapter of <Harry Porter> with the help of the internet. It also makes possible for any publishers who come from different areas work cooperate.

2.2 marketing research and marketing strategy

2.2.1 Feasibility of electronic publishing in Chinese market

2.2.1.1 Value and attraction

Although electronic publishing does not exist for a long time, as it has advantages such as lower cost, effective editorial tools, widely spread out to satisfy the marketing needs. The unique superiority, especially like strong wind blows each place of the world. In China, more and more people have attracted by this “cultural shift’ (Mark Poster).

2.2.1.2 Free publication authority

Electronic publishing simplified the traditional publication according to the row, has made lithograph, plates, printing, binds and so on the production procedure inexpensively. Advantages of electronic publishing based on the unlimited space, rewrite function and zero fees for printing caused huge titles which considered as difficult to publish in the age of traditional publishing but seems also has its possibility to publish in the new digital age. The free publication authority is really important. Publishers always face with this kind of situation: A perfect project with fresh ideas can not come true because of the changeable market. Risk takers always want to escape from dangers. Meanwhile, publishers lose chances.

2.2.1.3 Characteristics of reading style

Readers who purchase the network reading have greater level of freedom compared with purchase traditional publications. This situation is not only indicates that readers can choose where and when to buy optionally, but also indicates that readers can search anything they want exactly and indicates in the purchase titles flexibility. Meanwhile, readers can not only purchase the entire electricity books but also may only choose the chapter which they really need. This greatly saved the expenditure which customers are willing to see. The truth for electronic publishing is impossible to disprove is: compare with paperback or hardback, it has been advantageous for the management preservation. Paper will damaged by bugs, water and fire. Not only weather but also other emergent situation such as acid rains will effect the surrounding of keeping books that puzzled publishers for such a long time. However, publishers will never worried about how to store products anymore for the reason of electronic publications composed by only data, symbols and binary-system numbers. Compare with traditional publications, the characteristics of electronic publishing can be concluded as prompt renewal, mass memory and multimedia integration.

2.2.1.4 Initiative and individuality services

In the mass media dissemination process, the reporters, authors and publishers can be considered as “goalkeeper” that means these kinds of person has authority to decide what kinds of screening information can be issued to the public. Audience always stands in a passive and deficient individuality position. However, it changes stealthily the position of goalkeepers and audience when the digital age approaches. The audience’s concept, the style of transformation have been totally changed since interacts and individuality change into the characteristic of “the young audience to disseminate “and “the selection and broadcast” popularizes step by step. Obviously, the very big part of information and the screening power by the edition has been transferred from goalkeepers into audience. Thus, by the process of check person’s authority has dropped, the audience’s initiative strengthened, the individuality reveals at the same time. This situation indicates that the right of announcement is broken.

2.2.1.5 History, surroundings and actuality in Chinese market

China is a glorious ancient nation which separated form western publishing      models and eastern publishing models, stand in an interesting position. China is the hometown of “four inventions. In Chinese history, the printing method invention and the paper making invention caused this country’s publication reach the world top level for such a long time. At the beginning of 2 centuries in Chinese Eastern Han Dynasty (around year 200 A.D), Cai Lun was the first man in the world to invent the advanced papermaking technology. In Chinese Northen Song Dynasty time, Bi Sheng invented the movable type printing and tried to use it. According to the textual research, the origin of printing method to manufactured the first completely book was A.D 838, in China. In 9 centuries, the block printing has been quite common in China which has been brought the prosperity of the book printing workshops at that time. The publishers who came from various countries has mutually profited from themselves, studied from selves in order to promote unceasingly the development of publication technology for over 1000 years. China not only has the glorious past in the publication, in the printing technology, in technological development before but also has not fallen behind. For example the well-known Chinese character laser illumination system. The founder namely Wang Xuan, academician of Chinese Academy of Sciencer (CAS) has laid the foundation by this great invention. This system considered as a great job for the publications published the entire process in to computerize. By the reputation of “the second revolution of Chinese character printing technology”, it has initiated the Chinese publishing industry said goodbye to lead and fire. Meanwhile, his invention made the whole industry quickly stepped to the age of light and electricity. Subsequently, he has developed the long-distance publication technology and news flow management system in order to set up a new, completely role to build the criterion of Chinese publishing industry. His achievements obtained the rapid promoted application in China and even the entire Chinese community. (Li Bing, lecture of 2006, Bei Jing International Publishing Forum). According to these examples, the author may proud to say that China never lose its position in the worldwide.

2.2.1.6 Support from the government

In the section of “History, surroundings and actuality in Chinese market”, the dissertation mentioned China stands in an interesting position which separated from western and eastern models. It is by the reason of publishing industry in China is controlled partly by the government. Exhilaratingly, Chinese government always extremely support and pay attention to publishing industry reform, the innovation as well as development.

(1)Government’s attitude

The government leader announced to support electronic publishing industry. In 23rd, January, 2006, Chinese Politburo, the highest leadership of the eastern giant, managed a lecture to its member. The content of this collective study is about electronic publishing in China which includes world network technological development with the Chinese network cultural reconstruction and management. Central Committee of the CCP general secretaries, state president Hu Jing Tao managed and emphasized that “Use spirit of innovates to strengthen the management of Chinese network” and proposed “Persist the direction of development, enhance the ability of service, strengthen the position construction, manage the network scientifically, persist legally management” five requests. Simultaneously, he required various local governments to make policies in order to support those outstanding websites which connected with electronic publishing industry. He also required the government to create condition to promote those electronic publishers for making more cultural products. He hoped to create a new age of electronic publishing industry based on the hardworking of the whole publication. (Xin Hua News Agency, Important News of Publication, 23rd, January, 2006)

(2)Regulation of protection

Chinese government also realized the importance of making laws for the intellectual property protection. As early as in 1st, Ferbuary, 1996, the People’s Republic of China State Council 195th Command had issued “People’s Republic of Chinese International information& network Management Temporary Provisions” in order to manage the whole network surroundings effectively. This formal file made China became one of the countries that take the lead in promoting legal system management with information network. In year 2000, the Chinese State Council was authorized the news general publications administration to formulate and to issue “Internet Information Management Law” and “Publication Act of administration”. These two laws and regulations can be divided in to two sections: on one hand, is the rule to the online activity management function; on the other hand is to formulate online activity management rules and regulations. The entire service also can be divided in two parts: ISP (information system provider) turns on the service, telecommunication operation business and so on; secondly is about the content provider. Their academic appellation is interconnection information service. For example British Telecom Company is a information system provider to provide equipment for customers to go to the Internet as Orange does; BBC (British Broadcasting) is a content provider whose function is to give useful information, titles to the customers. The purpose of establishing this law is to establish a standard to restrict those ICP (Internet Content Provider). This policing method proposed the approval principle system namely anyone engaged in the Internet content provide service must handles ICP to the telecommunication department. However, if some special contents that country thought importantly or some sensitive topics need to make the special management. This special management is approval principle system by explanation. Electronic publishing is related to news general publications administration. For further strengthens to the electronic publishing industry management, in 2002, the news general publications administration and the country information industries department has formulated” Internet Publication Temporary provisions” together. This stipulation was before the basis two rules senses of principles stipulated some precise details to the service related to the electronic publishing service. In this section, all the details indicate that the country throughout formulation corresponding laws and regulations in order to strengthens to the electronic publishing management, surveillance to protect it to be legally.

(3)Encouragements & promotions

The country pays more attention to these new rising industries such as digitization, industrialization. Meanwhile, the relevant policy aim to provide the condition for these new rising industries will appears at the right moment. At present, the country has already promulgated mutually beneficial aspect to the creativity industry, animation industry, digital printing and light memory industry. The beneficial aspect refers to import and export tax revenue gives the special preferential benefit. The country supports the digital printing equipment and the policy will shift to encourage on the most advanced equipment. The government increases sharply the investment throughout special channels include customization fees, science and technology development costs and independent innovation fund. The origin of these kinds of funds mainly from three aspects: firstly some is the national development expense; secondly some are the national independent innovation investments; last but not least, the rest of the fees are special technical support funds. Target on developing and supporting the electronic publishing industry, Department of National Ministry of Finance established preferential policy that gives scientific & technical audio and video products as well as newspapers opportunities to get tax-returns. Publications have enjoyed this national preferential benefit policy in different levels. The government also uses preferential policy such as tax-free, tax-reduce and tax-returns to stimulate the new rising industry. Furthermore, fresh news and publication enterprises even enjoy the policy of exempting tax of lands as well as tax-free for three to five years. In order to strengthen the cooperation and communication with the international electronic publishing organizations, Chinese government performs earnestly promises after being a member of WTO, Thus, based on the timetable set up at that time, quickly opens the gate and gives permutation to publishing industry working cooperate with the international partners. The Chinese has also announced some preferential benefits policies to the overseas companies. The content is in the publishing field, China encourages overseas publishing forums working cooperate with Chinese publishing industry. In the publication field, according to the <Publication Act of administration>, the publication import service has to manages legally by the state-owned publications. According to <Imports Publication Policing of Subscriber Fixed Purchase Management>, the country implements separated responsibility management. In the printing field, the permission presented by the government permit the foreign merchant invests Chinese printing industry. In retail field, according to < Publication Laws of foreign merchant investment>, the law permit foreign merchant establish bookshops or electronic business forums to sell books, newspapers and electronic products at any places in China without Hong Kong, Macao and Taiwan.

 (4)The government established specialized department to strengthen the rising industry
a. In 25th, April, 2005, the government has established data investigation center of general news publication administration. The function of this department is to engage the data authentication of publication circulations. Furthermore, the collection of information investigation is also their work. On international general designation is NGO organization. The center of general news publication administration for the service controlling the organizations carries on the instruction management according to the national related policy laws and regulations. After the center has established, arouses the international media interest, US “the New York Times” UK “the Times” and the correlation media had reported the situation of this new investigation system will come soon in Chinese publications. Simultaneously it also obtained absolutely by the world class media giant BPA Worldwide authentic organization chief executive officer Hansen and the German proclamation publication group (Buda Publishing) Asian supervisor Peter Kennedy whose praises were lost for words trying to find superlatives to describe this development.

b. In 12th, February, 2007, the state council general news publication administration release first specialized committee-electronic publishing committee had been established. This academic department has filled blank of Chinese electronic publishing data investigation. It indicates Chinese publishing industry try to release data authentication being published by paper extend to the electronic publishing field, the network publication release data investigation has proposed the program.

2.2.1.7  Forums of communication

(1)Holds on the international publication forum

In order to propagandize and research the new rising industry well, the state council general news publication administration revolves a subject to hold session of international publication forum every year. “New technology and the publication future” was the topic of 2006 international publication forum, Beijing. Through holds the forums to converge the international publication persons to explore cooperate with the new directions of publishing fields. Since the forum continuously has conducted three sessions, it has reflected intensely by the international publication colleague to the Chinese publication industry. It has indicated the Chinese publication industry is willing to connect closely with the international publishing circle as well.

(2) Holds on books exposition

Since 1993, the state council general news publication administration has held session of books exposition every year, until now has conducted 13 sessions. Throughout to build up this platform, it permits the whole publication to show the achievements and discuss the questions together include innovation and development.

(3) Holds on the nationwide specialized workshop

In order to advance the national electronic publishing industry, sponsors the third session of Chinese newspaper industry competitive annual meeting and the ceremony of digital newspaper industry laboratory starts were held by the department of newspapers and journals management in 3rd, August, 2006, Beijing. The government departments responsible for the work leads, chairmen, editors from newspaper groups sum to 400 honored guests joined in this ceremony. They discussed together the important matter of the newspaper industry development. This ceremony symbolized the realization of strategic reforming which Chinese newspaper industry transferred from traditional paper medium to digital forms.

2.2.1.8 Achievements of new technology applications

China existing more than 500 publishing houses, 2000 newspaper offices and about 8000 magazine companies that shows China is a great nation in the publication field. Simultaneously in the new technology application expenses field such as internet, mobile phone, China can be also defined as a great nation or a huge market. Up to July, 2006, thirteen million of the citizens have got experiences to go to the internet; the mobile phone users reach four thousand four hundred million. China now pays extremely attention to the new technology and digital publishing industry. The country highest leadship presented explicitly to propose in the national culture organization reform workshop that the content is willing to adjust the industry structure, positively use the high-technology and the modern production method in the digital ways, the transformation tradition cultural creation, the production and the dissemination pattern, enhances the technology content of cultural product, extends the service domain. The goal of the presentation is to develop new rising industry such as electronic publishing, multimedia, digital publications and fix up traditional media industry with the internet.

In recent years Chinese electronic publishing has made great progress as the electronic publishing output value has begun to rise sharply and has formed the academic literature database, the network periodical, the electronic books, the network game publication, the electronic video and audio publication these types of electronic publications. In 2004 the Chinese electronic publishing industry income reaches three hundred and fifty billion RMB, the impetus correlation industry (for example IT technology, media and education) altogether reaches two thousand and five hundred billion RMB which is extremely amazing. In 2003, center of general news publication administration authorizes fifty units to be engaged in the electronic publishing service.

At present, Chinese publishing house started positively to develop their electronic publishing business. The statistical data indicated that in 2003 6 publishing houses owned their electronic publishing department. One year later rose into 45 and it rose into 80 in 2006. Furthermore, the researcher estimated the rising data will reach 180 at the end of 2007 which occurs 36 percent of the whole Chinese publishing houses. The electronic publishing field has held more than four hundred publishing houses to develop the online publishing business. (Li Bing, 2006 International publication forum) Look through the actual situation, the nation involves the internet publication websites approximately thirty five thousand and the electronic publishing jobholders surpassing one hundred thousand people. This situation indicates that Chinese electronic publishing industry is entering the age of industrialization, the industry chain floating gradually into the surface.

In 1996 the electronic academic journals started to appear in China, the full electronic version content has disseminated on the Internet and sooner this style of transmitting academic composition was absolutely taken by the Chinese academia. Up to 2003 the academic journal publications amounted to fifty eight million titles and approximately 300 billion words.

2.2.1.9  Analysis of reading community in China

At present, China has 1.3 billion populations (the People’s Republic of China state statistical bureau in 2000 the fifth census seminar reported) existing 137 million citizens who have experiences to go to the internet, actually is in the world China occurs the biggest parts of the internet aborigines chart. In, 2006, April the country had issued "the fourth item of national reads the investigation", this investigation confirmed the style of reading hobby is reforming by reason of the internet. The investigation pointed out that, the Chinese national’s access the net reading rate 3.7% to 18.3% increase from 1999 to 2003, again to27.8% in 2005, during 7 years grew 7.5 times. "2,006 Internet reader report of investigation" which issued by “Chinese electronic books industry annual meeting" has reported that studies the frequency channel reading books data in the Chinese network to grow 22%.This indicated more and more many readers choose the on-line browsing. On simultaneously go to network bookstore to buy the paper back, on-line purchases and borrows nurtures the divine or pristine element within oneself the electronic books, form and so on network downloading free books also obtains the reader to approve. This indicated the mode of using online reading is becoming a new fashion; the network reading custom has formed an irresistible new direction.

(Li Bing, 2006 International publication forum) According to national news general publications administration research institute's investigation data, the Chinese existing 1/4reader reads the electronic publishing product, moreover is rising every year by an unbelievable speed of 30%. In 2007 the CNNIC Internet reports indicated that the penetration coefficient of the internet aborigines first breaks through 10%, the Chinese internet aborigines were calculated total by 137 million reaches a new level. The new kind of readers group is shaping. (China electronic publishing third party data proof soon draws a charge the information)

2.2.1.10 Connect with social developments and economic

In 2006 the country has successively promulgated "People's Republic of China National economy And Society Develops 11th Five Year Plan Summary", "In Country Long-term Science and Technological development Plan Summary", "Country 11th Five Year Time Culture Development Plan Summary". In these three important plans all the digital publication technology, the digitization publication printing, duplicates and develops the new media all being listed as key points of the technical innovation. The country puts the publication digitization to the strategic situation for the reason of the international developed country already entered the digital age. However, China still stays the stage of suiting the process of industrialization. The agricultural stage not yet ended. In order to accelerate to realize the modernization, the country has announced "by the information advance industrialization “developmental strategy, namely industrialization, information parallel, reduces the Chinese modernization the course. The publishing industry will be the beginning of cultural innovation, is the entire information resource conformity exchange source. The publication industry digitization construction plays a key role in the position of national information competition. No matter what type of advanced technology is, the dissemination, the load bearing must have to obtain the content, but this content must start from the publication. Therefore the publication industry is the digital resources and the property system leading profession, is base on the specialized information production, and is an important link of information service. The national information needs the publication industry first to digitize, provides the resources for the entire information the information innovation platform. In recent years, Tsinghua University, the Chinese academic periodical, electronic magazine companies, Tong fang technology limited company and Fang Zhi Web to invest 350 million RMB took up with Chinese academic periodical electronic publishing projects. This was the first time that Chinese large-scale digitization technology using for the publications. As constructed the ultra large-scale academic periodical, the literature database which collected 66,642 kinds of academic journals. In the variety has occupied the similar periodical 93%, in the dissertation has occupied the entire dissertation 99%. 17,000 organizations, more than 2,600 people have been used since it appeared for only one year. Simultaneously sells in the international markets to more than 30 countries, more than 500organizations frequently use this database, number for download surpassed 120 million. Moreover, includes the digital publication project of the "Country 11th Five Year Time Culture Development Plan Summary" to have following eight items: Digitized multimedia research and development project, national numeral compound publication project, Chinese fonts construction projects, national knowledge resources database publishing project, national animation promotion project, Chinese ancient book digitization project, national copyright preservation technology project, digitized culture dissemination project.

Thus it can be summarized; the electronic publishing already obtains support from government in China and populace's welcome from the citizens. Simultaneously also supported by electronic publishing house, the network edition team. The electronic publishing in China not only is feasible, moreover is imperative, is in favor with the public. We believe that the electronic publishing industry will have the broad prospects for development and the glorious future in China.

2.2.2Chinese electronic publishing marketing strategy

It is quite clear that electronic publishing has become a dangerous rival to the traditional publications, at least in China. Publishers need new way to add value. The only way for those who are focusing on the trade book market used to be bookstores. However, things have changed after electronic publishing appears. In July 2004, national news publication administration authorized to set up the first 50 Internets publication organization and this symbolized the birth of electronic publishing legitimate main body.

It is said that in 2005 the China electronic publishing went up sharply, according to the news general publications administration statistics, the Chinese electronic publishing production value has amounted to 2.5billion RMB(per year) which occurs 10% for the nation information industries output value. Furthermore, it effected the correlation industry increases the output value25 billion RMB.

On January 13, 2007, the Beijing books ordering meeting created a new record of totally sell revenue that reached in to a new level of 2.45 billion RMB, compared with the data of last year it increase sixty million RMB. New fresher “the first session of national library new sample drafts booking exhibition" attracted nearly 2000 publishing houses’ eyes and the sell revenue in scene amounts to 49 million RMB.

Thus it can be consulted, in a period time of last three year Chinese publication industry developed quickly, but electronic publishing developed went up sharply, the Chinese publication industry has a widely space for pioneers to discover, but the publishing has more potential and bigger the space bigger, the market prospect is more magnificent for the reason of its new characteristic. It is always be considered that write in a blank paper is much easier than write in a paper full of words.

2.2.2.1     Consideration of Chinese electronic publishing main pattern

Up to 2006, the Chinese network mainly has infiltrated the publication industry by four kinds of sessions: 1.Fang Zheng style; 2. book channels of gateway websites; 3. Chinese online style; 4. search engines like Google, Baidu. In those four kinds of models it is exactly that style 2. Book channels of gateway websites occupy the most part of online readers. The universality of gateway websites satisfies different kinds of customers’ needs. It is the reason that gateway websites are willing to being built up into a suppositional community to catch the customers’ eyes. The network has its own characteristic; we can imagine that the process of combine will not lead to destroy this kind of characteristic. As gateway websites pay attention to the traffic ranks which considered as the most important to those internet system providers, they try to provide different kinds of products to remain the customers. In other words, style of book channels of gateway websites may think as the main foe on the coming way of other three styles. It is clear that if competitors want to challenge the position of marketing leaders will exactly pay the surmounting cost which totally out of their expected. In order to avoid the competition, the best way of other models is provide contents, drafts to the gateway websites, stay at the backward position. The most powerful brand of searching engine Google follows this role as well. It can be consulted as any one who has the customers, who has the demand and the profit pattern. In author’s point of view, style of book channels of gateway websites may walk further and easy to become embracing commerce. In four kinds of patterns, the Fang Zheng pattern is the most systematic one for its good own localization and the long-term plan causes the pattern most to draw close to the market, is worth for other three models to study out, especially for book channels of gateway websites. Another main model, the Chinese on-line pattern compares the specialization; its expansion authorship literature pays expenses reading to wait for the observation. It is quite clear that Chinese on-line pattern have to pay high quota operation cost for the reason of they are not experts in this field. Google seems like a child in the process of developing its own electronic publishing. The worth noting was the Fang Zheng electron’s website of searching for the book already to use this kind of form, its effect was exactly not good. But the fact publishers can not ignore is that Google is the global biggest search website, has the advanced technology and the huge user which means Google has got the most important resource: customers. Their marketing strategy is based on online sells, totally different from the Fang Zheng pattern. This point needs us to pay more attention to, Google books search support each kinds of big language of the whole world, and each language is considered as a new market.

Synthesizes above four kinds of patterns, respectively has the characteristic. But Fang Zheng pattern regardless of standing in the top level in the market from the technical structure, the partner allies and expanding the market. Its electronic book develops successfully, has solved the current electronic book core problem: Digital copyright management (Digital Rights Management, DRM). Its electronic books are used by the domestic more than1, 300 libraries and legal copy electronic books have been achieved 200,000 kinds. Now American as well as the global famous software companies all try to make electronic books, including makes DRM. However, compares with Fang Zheng pattern, they have many problems to solve. For the reason of the Fang Zheng software technology is better than its rivals, it developed 400 active publishing houses as their partner which occurs two-thirds of the whole publishing field. Its income reached 70000000 every year. Fang Zheng pattern may be considered the best one in four kinds of patterns.

2.2.2.2 basic strategy of traditional publication reforming to electronic publishing   

1st, the traditional publishing house must reform as soon as possible, seizes the market share. Presently, the electronic books, the electronic magazines, he database publishing, the Blogs, follow-needs printing and the network sale. All these new publication shapes have become the mutual recognition by many traditional publishing houses. The electronic publishing industry by its high tech method, to the traditional publication concept, the management pattern carries on the omni-directional challenge, causes the market share which the traditional publishing house occupies to wither day after day. Take the electronic book as the example; more than 90% of the marketing share of the Chinese electronic book publication service mainly engaged in the online publishing service by some technical companies not those electronic publishing house to have. For example, the Chinese number charts, Chinese on-line, the ultra star, the time magnificent ceremony, the student and so on. They have carried on the digitized conformity and published more than 1.8 million kinds of books resources into electronic books from more than 500 books publishing houses. Accordingly, they play a important role in the Chinese electronic books market throughout the process of digitization.   But almost all traditional books publishing house in this digital process is only the electronic books publication resources provider, but not leader. By viewing of the condition, the traditional publishing house must face up to its own industrial, the survival and the development and realizes as soon as possible reforming from the traditional publication to electronic publishing. Must by the high publication sense of responsibility, the market sense of crisis, fully use inherent publication superiority positively develops the electronic publishing service, strengthens the network market consciousness, and unceasingly enhances the ability of controlling the market.

(1) product development strategy: Creation of product suits the electronic publishing

the publishing house should fully develop the new product using the network. For example, editors may solicit contributions on Internet and carry on the copyright trade negotiations, launches an initiative interview to the author and the manuscript source which suits the publishing house publication localization. Also editors should select topic on-line which plans according to the publishing house solicit contributions the announcement. Moreover, the edition also may fully use the network to be fast and not the time, the region limit superiority, speeds up the product development, the consummation advancement. Causes the publishing house the product development and the management sphere of action expands to global each quoin.

(2) staff training strategy: outsourcing the talented person which prepare for the electronic publishing needs.

It is clear that enterprise's competition is talented person's competition. Facing with the impact that network to the traditional publication industry the traditional publishing house's organizations and agencies, the publication flow, the publication rule, all these will have the fundamental change. As if want to impel the publication industry unceasing development, the publication industry to have unceasingly to renew jobholder’s knowledge structure, will raise accomplishes one batch both to grasp the publication specialized knowledge, and will adapt the new business model, understood electronic commerce knowledge the comprehensive talented person, will meet the new situation need.

(3) marketing service strategy:

Buildup the marketing idea fit with the electronic publishing

First, the methods of publishing marketing management are transforming from publishing into selling. The traditional publication has the obvious subjective thinking in selecting topic, solicits contributions, the production manufacture, the management and the sale. But the electronic publishing needs us to have the new publication marketing idea.

Second, sells product in a structure of an openwork fabric or structure cross at regular intervals. We need to unify the traditional release way, gradually build up a direct sale of publishing house's products on the network, Internet will be the main market of publishing house and products retail aspect as well as wholesale aspect will put in practice in this forum , finally realizes the electronic transaction and the traditional sale balanced development. Another point is that electronic publishing will promotion publishing house's product development carries on which through the network. To the publishing houses, these actions seem like advantageous acts according to the market adjustment product structure, realize internal interaction, and form the organic synthesis the team, enhance the publishing house the whole competitive ability.

(4)construction strategy: Establish adoption online publishing request infrastructure

First, establishes different kinds of resources database which fully satisfy the requirement of electronic publishing. Only established the suitable capability and the effective information-stored database could provide the effective policy-making basis and the production safeguard well for the enterprise, simultaneously for electronic served builds the foundation.

Second, constructs the publication management system and the website. Follow the step of the electronic commerce frame conformity service flow, the development maintains own internal management system, completes the new publication service request.

(5) technical utilization strategy: Follows closely on new technological development to welcome the new age of electronic publishing

the electronic publishing involves a series of information new technology application. By viewing from the software technology, the new technology application including the manufacture network publication form, the network publication digital encryption and the transmission question, resources database under retrieval and application question, electronic commerce frame information management system and so on. All these technical development condition can affect the publishing house electronic publishing development decision-making.

(6)copyright protection strategy: The exploration conforms to the network publication pattern copyright protection.

At present, in network legislation still imperfect present stage, but also in the situation that has not carried on the standard to in the electronic publishing copyright property right, the publishing house must strengthen the network, electronic copyright consciousness, when signs the copyright agreement with the author, the authorization of "the network electron version" should be permitted. Meanwhile the publishing house must keep close coordination with the authors and the retailers. Totally use each kind of new information technology to strengthen the security version measure of network electron publication.

Generally, after China has joined WTO (world trade organization), outside the profession the capital unceasingly enters, the information new technology widespread application, the Chinese publication industry will certainly faced with the steep competition. In view of the electronic publishing impact, the traditional publication enterprise must early formulate suits the recent development strategy which own development and the market competition needs, how carefully studies the resources superiority which has oneself organically and the network economy unifies, creates the new commercial operation pattern. In other words, in the network time, the publishing house should internet take one kind of profound influence publishing house management and the development new commercial environment, the use development online publishing turning point, the system conformity service flow, constructs the internet chain link, creates the new service space with the aid of the new technology, thus truly enhances the publishing house the core competitive ability.

2.2.2.3 China electronic publishing market present situation and its analysis.

(1)digital library: The universities saturation of the market, the elementary and middle schools market becomes the new battlefield.

The Chinese existing numeral library user surpasses 2,000. Mainly concentrates to the universities market and the public library market. Statistics have indicated, in the national 2,300 universities, probably some more than 600 colleges and universities become the student numeral library the customer, approximately some 600 are the upright library users, but also some 500 are the ultra star numeral library users, is left over 500 come home because all sorts of reasons not yet enter.

Now, the basically mainstream university library market already approached saturated. Therefore, digital library business develops the new market in abundance, among, the elementary and middle schools market is a key point which various contends. The specialized library market, besides the education domain, all levels of governments, each kind of enterprise, the profession market also becomes the new growth spot, the digital library market presents the tendency which the market subdivides.

(2) electronic books: The total quantity whole world is in the lead.

According to 2006 various newest announcement data, the student company’s electronic book has surpassed 160,000 volume to be possible full text on-line reading, is upright had the digital copyright protection the books 210,000 kinds, the ultra star achieved the astonishing digital 810,000 kinds, several data have already gone far beyond 2005 statistical data 148,000 kinds, already was the whole world first. Moreover, the nation had more than 400 publishing houses to develop the online publishing, some publishing houses accumulated the publication electronic book3,000 many kinds of. The nation approximately has 100 publishing houses to start the synchronized publication electronic books, its development tendency more and more will be common. s

(3)electronic magazine: Specialized periodical and populace reading class magazine ice fire twofold day.

In 2006, three big magazines platforms obtain the international venture capital the favor (Zoom, Digital book, Xplus) become the Chinese electron magazine for a while the mainstream focal point. Three new sharp electronic magazines depend upon more than ten million registration user quantity, on million circulation, hundreds of thousands of on-line users, unceasingly renovates the online publishing field the record, only is gains the data to open the mouth with difficulty. On the contrary, Tsinghua with Fang Zhiwang, ten thousand sides’ data, the Wei Pu information three specialized periodicals sales volumes already crosses surely, some on already hundred million RMB. Tsinghua knows the ultra large-scale academic periodical, the literature database which the net constructs, received the domestic academic periodical 6,642 kinds, in the variety has occupied the similar periodical 93%, and in the dissertation has occupied the entire dissertation 99%. The resources storehouse by the domestic and foreign17, 700 organizations, more than 26 million people has been used, simultaneously sells in distant markets to more than 30 countries and the area, is frequently used by more than 500 organizations, under the whole year the load capacity has surpassed 120 million. Ten thousand sides data vice- President east the tall dawn disclosed “ten thousand sides in 2004 the business income amounts to 120 million RMB, directly originates from the online publishing service part approximately has 90 million Yuan". Obviously, in the electronic magazine domain specialized periodical content superiority and the digital magazine media platform, it may be said is the ice fire twofold day.

(4)electronic newspaper: Founds the new industry.

Since 2006, the network media swift and violent development has caused the traditional newspaper industry generally to appear the sudden landslide in the world scope the tendency. How should the logarithm character time new media change in situation, become the traditional newspaper industry top-quality difficult problem. As early as the national news general publications administration publication department convenes in August, 2005 at the second session of Chinese newspaper industry competitive ability annual meeting proposes "the digital newspaper industry" for the first time concept. At the beginning of 2006 Commercial Press will promote "Chinese Newspaper industry Development To report 2005" center on the forecast future 10 years Chinese newspaper industry electronic newspaper reading tendency. In August, the national news general publications administration coordinates, by 15 syndicates as well as three communications, the technical support unit starts "the digital newspaper industry laboratory plan" together, through the newspaper publication organization, telecommunication operation business, the software developer, electron industrial chain various links linkage and so on alphanumeric display terminal manufacturer, advertisement business, market investigation organization, scholarly research organization, together will open the innovation the digital newspaper industry, the cultivation and the development electronic newspaper market.

2.2.2.4 Future China online publishing market prospects for development.

(1) the government increases the publication industry to foreign countries opening up dynamics, was the online publishing moves towards the international market to lay the foundation.

China joins the WTO for five years, the news publication profession whole entered the group management, the industry development, the market management, the internationalization competition new stage. Has broken the news publication industry once was the state-owned enterprise and the state-owned capital "a series world" system. In recent years, the Chinese government department successively formulated or revises "Publication Act of administration", "Internet Publication Act of administration" and so on 18 laws and regulations had stipulated that, had guaranteed the cash joined when WTO the pledge and the safeguard published has the foreword to be open, starts to step onto the legal system track. For 5 years, the Chinese books publication retails the market no longer is the sole main body, but is state-owned, privately operated, multiplex management the and so on individual, foreign capital world. Among them, the privately operated release industry already had more than 70,000, foreign capital enterprise 55. (Country news general publications administration related data). According to “enters the world" the negotiations agreement to stipulate with the Chinese laws and regulations that, publishes the link certainly not row of in the opening, but Chinese permission copyright and single item product cooperation. Now, many international famous publications company all have the cooperation projects in China already authorized the Chinese and foreign copyright cooperation publication had 51 kinds. In the books publication domain, beyond the border the Chinese government encouragement the company and the domestic publication enterprise develop the many kinds of forms the cooperation. Including the copyright trade, the technical introduction, sets up the joint capital publication organization and so on. For 5 year Chinese import publication on-hand merchandise trade are more and more many, in each big city large-scale book city, all may buy from the overseas first edition books, the publication chord likes the product. Its quantity is exportation 6 times; the amount is exportation more than 5 times. "Enters the world" 5 years practice to prove that, the Chinese government in line with the highly responsible manner, earnestly fulfilled "entered the world" the time pledge, also explained China had the ability, has the confidence in under the equal competition market environment, the development prospered our country the news publication industry, simultaneously also made the contribution for the development and the prosperity world news publication industry. This also for sped up the China online publishing to move towards the international market without doubt to lay the foundation.

(2) the family use computer, the telephone proportion unceasingly climbs, has provided the hardware safeguard for the development online publishing market.

The online publishing information carrier is the network, the online publishing inevitably relies on the computer, and China basically has had at present the development online publishing engineering factor and the information infrastructure. China's electronics industry continued quickly to continue the development in recent years, the annual average growth rate surpasses 25%, became one of this country various industries class development quickest industries. Ministry of Electronics Industry forecast that, 1,/10 Chinese family will purchase the computer in the next five years, has formed 10 million markets capacities, will have 2 million computers to enter the family every year, will be 1995 10 times. The developed country experience indicated, when the computer popular rate surpasses after 10%, the society appears competes the effect, the market sales volume can fast grow. Since 1997, each kind of brand computer price has declined one after another, the range of fall between 30 - 40%, had achieved the common unit and an income higher family may accept ability. In the Chinese major and medium city, the telephone has become the work and the life essential item, and massively enters the family. As a result of the communication link comprehensive renewal and the program control, this country’s telephone channel has been able completely to satisfy the computer data transmission the need. In June, 1995, Chinese public computer exchange network China net officially cleared the use, from this has raised a Internet upsurge. China net development, in the near future, national each major and medium city may unite into Internet. Moreover, the Chinese handset user has achieved 460000000; the mobile phone popular rate has achieved 35%. Chinese biggest comprehensive plane media "People’s Daily" to February 28, 2007 face national official release handset newspaper. (Sign note: The quote China newspaper industry network "the people’s net hastens to ground the handset media"). "The Chinese books foreign promotion network" officially cleared on the other day, it became impels the more Chinese books to move towards the international market the important platform. All these, the online publishing market have future provided the important hardware facility for the cultivation.

(3)the Chinese average per person news, writing is somewhat low with the paper quantity, has created the development space for the opening online publishing market.

According to the national Ministry of Education statistics, China expanded in the school student population after 1998 incurs every year with steady steps to grow, already nearly 20 million people. 370million population young people are the China online publishing industry is realistic and the potential reader will emerge a online publishing market the fresh target. Now the Chinese elementary and middle schools educate, the information technology education turned the required course, moreover the major and medium elementary school students basically all are web denizen, future during 5 - 10 years, they will be reading the market to hold a bigger share. Looking from the absolute quantity that, China publishes already passes through achieved the certain level, the national books, the newspaper, the periodical year total seal surpasses 210 billion papers, converts into surpasses 4.86 million tons with the paper quantity. A national average per person printing paper consumption quantity and the average per person publication possessive amount, area national publication industry degree of development important target, directly reflect this country publication industry degree of development. According to the national news general publications administration statistics, at present, the Chinese average per person news with the paper consumption quantity 2.4 kilograms, other printing writing with the paper average per person consumption quantity 8.04 kilograms, the two equals is 10.44 kilograms, is lower than US by far (146kilograms), Japan (118 kilograms), England (112 kilograms), Germany (94 kilograms), Holland (93 kilograms) level. According to the above, may believe that, The Chinese publication industry market development prospect is magnificent, but the online publishing market prospect is more magnificent.

2.3 digital revolution effect the publishing industry

Now in China, traditional paper books also play an important role in the market. Most of the publishing organizations are willing to use paper medium. However, with the digital revolution spread out, electronic publishing is striking quickly into Chinese book chain by its smashing development tendency. It attacks the traditional publication pattern impetuously. The traditional publication industry is facing the unprecedented challenge.

2.3.1 electronic publishing enormously reduced the threshold of publication.

In the traditional information dissemination pattern,, without the publishing house to plan, the editing department to edit, the production work is unable smoothly to carry on. But anyone who has the personal computer, knowledge and access to the internet can be theoretically consulted as a publisher. It indicates that the indispensability theory for presses should be disappearing. Those bookshops which have existed for hundreds of years seem in the same position as presses are. In another word, electronic publishing causes the traditional publication industry existing space greatly to extrude.

2.3.2development of electronic publishing threaten traditional paper book industry.

In the information service and academic books market, by the reason for electronic publishing has characteristics of fast searching, easy to update and lower price will strike the traditional industry.

2.3.3 free content makes certain impact to the traditional publishing industry.

People pay more attention to those free contents causes the traditional publication industry readers unceasingly to drain. Especially those particular search engines not only constituted the certain challenge to the traditional publication industry intellectual property system, moreover to those organizations that provide primarily content for retail. Their status and the function receives weakens.

2.4applications of copyright in the process of electronic publishing

2.4.1 Face the problem of copyrigh

After the process of digitization, the publication will easy to face a problem with intellectual property protection. The copies out of agreement pirates extremely easily for duplicate almost the same as original version. Moreover, duplicates nearly cost no money and quick time to finish the products. This situation causes the difficulty of controlling the process of intellectual property protection in the age of electronic publishing. Some new publications best-selling books, without authorization arbitrarily manufacture the electronic books to access the net spread, violates the copyright method behavior. Therefore at present many publishing house sold paper back similarly and only after that they will make electronic version to the publication. The most important reason of doing this is the fear of the problem in against intellectual property.

2.4.2 Measures to protect copyright

2.4.2.1 Join the World Intellectual Property Organization:  

To the national manager news publication department, it is necessary to join the World Intellectual Property Organization as quick as possible. Because <Pact of World Intellectual Property Organization> and <Treaty of World Intellectual Property Organization> (entertainment & video-sound products) passed by World Intellectual Property Organization are the most authoritative laws when most countries of the world deal with the cases of intellectual property. This indicates most of the intellectual property cases judged perfectly based on these two laws. Only then join the World Intellectual Property Organization, the department can deal with the current cases according to these two international laws. By doing this, the department has full reason to check the details of the domestic and foreign electronic publishing unit to be, and contracts. This is not only for national publishing houses but also for those international publishing houses.

2.4.2.2 Existing legal laws and regulations:

The national news general publications administration has to fix up and complete the national laws in order to walk closely to the <Pact of World Intellectual Property Organization> and <Treaty of World Intellectual Property Organization>. After the process of being a member of World Trade Organization, the government should clean the market as other countries required. Based on these two laws, some out-of date sessions in national laws should be rewrite to fixed up with the needs of against copies which lack of authorship agreement.

2.4.2.3 Utilizes the technical protection.

It is easy to recognize that not only laws protecting intellectual property but also does the technical protection, an effective way. Actually only to combines laws protection with technical protection can protect intellectual property completely. The technical protection can be divided as some main sessions:

(1)   Anti-copy equipment

It can be defined as using digital technology and code technology to against unacceptable copies.

(2)   Control entering the copyright protection work data bank technology protective measures.

(3)   "Tracking system". Under namely guarantees the digitized work throughout to be in the copyright person to control, and only has software which is authorized after the copyright person only then uses.

(4)   Electronic watermark or digital fingerprint technology.

(5)    Standard system. Namely defers to the local division, establishes the different standard, by as far as possible avoiding to copyright work abuse of authority.

(6)   Electronic system copyright management system management system, namely ECMS. It may distinguish the author status, through decipherment protection work, and may like the electronic contract such with the user transaction, gather the use to the price.

(7)"nuclear energy technology". This is the Beijing copyright bureau support, guides Beijing to be clear can innovate the technical limited company newest research and development nuclear diameter mark to guard against the false technology, is applied the bestseller "Harry Porter-Mixes Blood Prince "" instead to pirate in marking. Because this marking has used "the nuclear energy technology", pirated the member to be unable to counterfeit, creates the good recording which this book official delivery market in 10 days the nation not pirated （How does book business laws and regulations books information network contain the network right infringement to pirate - ten asks the supervising and managing department).

3 Consideration & solution for electronic publishing  电子出版的思考与解决方案

3.1Main problems existed in Chinese electronic publications

(1)guidance management

The network publication took the on-line electronic culture product, is same with other cultural products, and has the society to guide the function. Its content is affecting audiences' the value orientation such as politics and morals. For the reason of benefit urging with the supervising and managing difficulty, some network publications appeared the wrong guidance and rejected content which is totally uncomfortable for children or teenagers to read. According to the investigation, sixteen millions of Chinese browsers who are under sixteen years old, 46 percent of them frequently patronize the pornographic website. The situation indicates exactly the network pornography has become one of crime direct causes. At present in the young people illegal crime cases already occupied with the network related case 70 - 80%. The network unacceptable information was in flood seriously becomes a new, fast new social damage (sohu.com news, -"builds the healthy network environment")

(2)intellectual property protection

After the process of digitization, the publication will easy to face a problem with intellectual property protection. The copies out of agreement pirates extremely easily for duplicate almost the same as original version. Moreover, duplicates nearly cost no money and quick time to finish the products. This situation causes the difficulty of controlling the process of intellectual property protection in the age of electronic publishing. Some new publications best-selling books, without authorization arbitrarily manufacture the electronic books to access the net spread, violates the copyright method behavior. Therefore at present many publishing house sold paper back similarly and only after that they will make electronic version to the publication. The most important reason of doing this is the fear of the problem in against intellectual property.

(3)reparation of industrial chain

The electronic publishing is take the Internet as the circulation channel, take digital content as circulation medium, take on-line payment as main transaction method publication and release way. The publication chain consists of intellectual property owner, electronic publishers, the technical provider, the network disseminator and the reader. However in Chinese electronic publishing industry chain, there has no complete standard to restrict the whole industry. The actual situation is on the industrial chain has the misunderstanding and practitioners do respectively what they want. They have no interest to know someone else who stands in the same position in the chain even then has the incorrect understanding. The technical merchant "holds several posts at the same time", besides provides the technical support, but also acts as the data manufacture business and the technical developer role, simultaneously participates in digital link and so on work content conformity and sale.

(4)description about payment      

In the early development age of Chinese publication, in order to attract clicks, almost all the services are free. It is very difficult for browsers who are used to take free food to accept the network service which cost their money. Furthermore, it seems that rare of banks have their on-line payment services for the reason of the technology up to the support needs to update. This situation indicates that the business seems hard to expand. The electronic publishers can not quickly get their income in their accounts and the customers faced with the same problem.

(5)technical standard unification

On the technical link field, the problem which puzzled the electronic publishers for such a lone time is technical standard unification. For example, there are some digital forms existing in the market. Fang Zheng has its own standard called CEB; Shu Sheng defined its own digital form as SEP; Chao Xing’s called PDG; Chinese on-line called OEB; Wan’s Fang PDF and Zhi Wang’s CAJ. Each main electronic publishing enterprise has its own digital standard. There is no general technical standard which permitted by the whole industry in electronic books publication. Everyone has its unique digital form without compatible. This situation shows if a customer visit ten different electronic books selling website, he may install ten different electronic books soft wares for reading. The standard not unified causes the user to have to use the different microreader, this increased user's reading cost, invisible in also created the digital books user unceasingly to drain.

(6)expense and income    

The electronic publications are welcomed by the public for the reason of its cheaper price. The publishers publishing titles in digital way is just because it saved the books production and the circulation cost. Compared with traditional publishing, an electronic book with same content of a traditional paper back can save 2/3 even more money for the customers. But the electronic publishing and distributes entire process or to need to consume the manpower and the financial resource, the online publishing software price not Philippines. In addition also has disbursement and so on payment for published piece, royalty, if adds these expenses, the network publication cost has not certainly reduced how many. At present, the online publishing therefore may maintain the low price, mainly depends on the printing publication” the subsidy", the very many networks publication cost is spreads on the traditional publication body.

3.2considerations and measure

3.2.1Consideration one: Sets up the correct guidance and strengthen legally the management

(1)It can be thought as advantage that the process of establishing the guidance to check with “win-win” mechanism which means social efficiency and economic efficiency.

Now the national news general publications administration sets up a complete system to check the content from the internet is acceptable or not. The content needs to be checked include publications which related with electronic, network and games. The department started an active mechanism namely"24 hours online publishing’s content real-time dynamic to read over and approve supervising and managing" and "the Internet publication contrary warning system". Furthermore, the department formulated "about Strengthened Cultural Product Import Management Means". All these rules and regulations and mechanism although to supervised and managed work the certain function, but electronic publications can not limited by spatial, time and region. Therefore, strengthens supervising and managing to have to be subordinated stresses the source to start. Every department should take its own responsibility. Different kinds of news publication administrative department and each kind of publication unit must carries out the significant option to set up a file the system, the publication "three examines" the system and the publication reads comments the system (News general publications administration "ten-fifth" development plan). Must persist cultural product "social efficiency first" under the premise, the reasonable legitimate pursue economic efficiency maximization, in order to the social efficiency and the economic efficiency unify.

(2)Establish legal laws and regulations system, builds the clear network environment for the growth

(3)Take the compulsory technical guard measure, the purification network environment, carries on using the technical method to the pornographic information seals off, prevented the situation that the growth faced directly with the unacceptable information and contacts the pornography on the internet.

3.2.2 Consideration Two: Uses the legal laws and regulations and the technology, dual protection copyright

3.2.3 Consideration Three: Build up a electronic publishing industry united

A good industrial ecology should be should be the enterprise group forms reasonably to divide the work the chain link. On this chain each link all has the one dedicated domain; gathers can form the overall superiority. But the situation now Chinese electronic publishing industry faced with is the publishing houses that provide content stand upstream just wait and see because they get profit meagerly in the online publishing industry chain link. It will cause the content from internet shorten and they will lose the initiative in the industrial chain. But technology providers who have the abundant fund and the participation work content conformity middle reaches is reforming to the content provider. When the middle reaches technical provider obtains the gatherer which the formidable technical platform and becomes the content upstream, has the possibility completely to get rid provides the content the publishing house, namely has usurped publishing house's rice bowl. This is extremely not the standard industrial chain. It is reported, the national news general publications administration saw the question gravity, positively proposed sets up the online publishing industry unified body, and necessary establishes domestic first to entrust the agent organization take the digital publications the core copyright.The examples :Overseas publishing industry asking the way to Chinese market

(1)Bertelsmann Group seeks for cooperation

In 1995 the world media giant Bertelsmann Group had been established Bertelsmann Group Shanghai with the help of Shanghai Science& Technology Books Company. The first step seems like to try to open the Chinese book market. The new company can only attend some cultural activities without book publishing and content providing. The important fact is, throughout this step, Bertelsmann Group announced successfully their brand to the Chinese publications. Furthermore, by proving their readers’ club rule, they collected some useful information about their customers which other companies perhaps need much time to deal with. In 2005, Bertelsmann Group establishes the first company which completely controlled by stated-owned capital with Liao Ning Publishing Group cooperation and beyond the border the capital books issuing company. This is the first time that international publishing house was agreed to publish books in the Chinese market with the help of Chinese publishing house. Bertelsmann Group seems like a explorer, after working cooperate with Chinese partner, they walk in to a bright direction namely book publishing and sells marketing in China. Their expanding Chinese marketing strategy has to be considered as a successful model for the academic research.

(2)Random House plays “Chinese Show”

Random House can be considered as the world’s largest English language trade publisher. This definition was given by Google. As a part of Bertelsmann Group, Random House uses their “Chinese Show” strategy keeping in touch with Chinese market. Different from its matrix, the trade publisher pays more attention to working with Chinese authors. In order to get better done titles, sign up more Chinese best authors and help them open the door to the international market is their target which they working hard to reach. They are willing to invest a program to find out hotter sale authors. Random House, as a professional trade publisher, tries their best to get more content. Their marketing strategy totally fit in with their marketing role-international content provider. But the question is “Why the Chinese authors are willing to put their titles in to Random’s working list?” It is clear that translation work needs too much preparation. To be honesty, rewrite a Chinese best sale fiction in to English which accepted by the western publication seems like a person without any equipment climb a mountain. In general speaking, it might be a good choice to Random House work cooperate with Chinese textbook publishers or focus on the journal field.

(3) Pearson Group established resource forum

Pearson is an international media company with world-leading business in education, business information and consumer publishing. In 2002, the world consumer book publishing giant Pearson Group has entered Chinese market. In order to makes their “wisdom Chinese worldwide” strategy comes true; they try to establish a “forum of intellectual property resource and education resource”. The situation indicates that Pearson Group eager for opening the Chinese market but worried about the copies which out of agreement. However, the cooperation between Pearson Group and Chinese publishing houses started in early times. The most famous educational publishing brand --- “Longman “was accepted by most of the Chinese English learners. Furthermore, the most famous English publishing house Penguin Group seems run faster than its matrix: though they occur nearly 11% the book market in the United Kingdom, they try to expand their international market as well. They bought a best sale Chinese trade book namely <Wolf> which sold ten million copies in Chinese market. On Penguin’s plan, they bought the copyright of this book’s English version and try to prove the title into western publication. According to the contract, 10% of the profit was given to the author. Penguin Group ran so faster that really shock the researcher. They connected directly with the best author and buy his copyright. But the important fact can not be ignored is the English version of this trade book is successful or not is based the western marketing needs, the level of how many book worms interested in a Chinese novel talk about wolves. It is clear that Penguin Group will use its well trained editor’s team to make a fantastic project, use full experienced marketing team to prove this title. The ten million dollars contract makes Penguin Group try their best to deal with this project. But the only thing is this is the first step of English publishing house run a Chinese trade book project. The researcher will focus on the situation of how Penguin runs this title. No matter what the final result is, it is the first step of working cooperates with a actual project between western publisher and Chinese author.

(4) Aircraft carrier of American publishing industry comes to Shanghai

On 16th, March of 2007, the aircraft carrier of American publishing industry---Random House established their first bookstore in Shanghai and they prepared three thousands of books for Chinese market. (Shanghai Publishing Group Company, Aircraft carrier of American publishing industry comes to shanghai)

(5) Well -known academic publishing house of European focus on the Chinese academic market Founded in 1683, the European well-known academic publishing company-Brill Academic Press try to work cooperate with Chinese academic field. Administrator of Brill Asia, Ahl Bette Stadt, announced in attended when 16th session of European sinology association congress which the Slovenia held on. “This publishing house extremely hoped and Chinese publication organization with the scholar relation and published the sinology various domains for the work or the dissertation.(The Europe well-known company is willing to publish the Chinese scholar to discuss Chinese the work)

4 Conclusion结论

Looked over the path of electronic publishing industry development in various country in recent years, it completely confirmed “the globalization in the 21st century development report” (The World Bank annual report, 1999) The electronic publishing industry can be defined as inevitable trend to the international publications. It is impossible for Chinese publications to be separated from the world. Internationalization and cooperation will be the main stream for not only Chinese publishing industry but also for other kinds of Chinese industries. It is quite sure that Chinese electronic publishing need a long way to go. Now there are almost 400 publishing houses in China has its own electronic publishing service. However, just only one can get its position in the market. That is the reason for the definition of “new rising industry”. The lucky thing is Chinese government pay more attention to the electronic publishing and put it into national developing program which brings opportunity to the electronic publishers. As it is said that the modern publishing industry will be an international, multi-media business, working with different kinds of media industry and working cooperate with overseas partners always be thought as important. The key point of developing electronic publishing industry is to build up a bright brand. The content and the quality always are thought as the most important facts of progress. How to make use of your advantages such as your languages, your best editing terms also very important. The discussion of copyright and intellectual property is the role for all the publications which can not overpass. The way of how electronic publishers earn profit is to be content provider not only for paper back or electronic books, but also to those websites and mobile phones and electronic mails.

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