Study On The Development Strategy Of The Digital Publishing Business For ECUST Press

In recent years, the tide of ending publication of newspapers and periodicals has turned up around the world. Many global-published famous newspapers or periodicals had to end paper-printing. Some press closed, others, however, transformed into a digital publishing to keep up running.The publishing industry of China has been affected by the tide due to the globalization. In other words, the traditional paper reading pattern is being replaced by e-reading. As a small college press, the Press of ECUST is also under pressure to answer the severe challenge.This thesis focuses on how to transform into a digital publishing by adjusting its critical strategy through applying several theories, such as Poster’s Five Forces, PEST and SWOT. It presents an implementation project based on the concept of combining "intensive reading" and "interactive reading". And it makes an assessment on the project by BSC.In summary, the thesis is meaningful for the development of traditional press, especially college press.In the end, the paper proposed the further study on the relationship between the new technological revolution and industrial revolution as the prospect of research.