Research On Transmedia Storytelling Mode Of Book Publishing And Its Impact On Business Performance

In order to better optimize the internal management system of book publishing and to cope with the changes in the external market environment,book publishing often carries out trans-boundary publishing through transmedia storytelling so as to the transformation and upgrading of the industry.The innovative operation of transmedia storytelling mode of book publishing is a great innovation in the field of book publishing because of its reintegrating the content resources and distributing them to the major media platforms reasonably and effectively.And the cooperation between different media platforms has not only broken the traditional management model,but also fully realized the integration of technical means,the integration of internet marketing,the integration of cooperative community organizations,and the integration of content production mode.In the industry and academia,there are few innovative applications and studies on the transmedia storytelling mode of book publishing compared with movies and games,so there will be many problems in the innovation management:1)How to integrate book publishing and transmedia storytelling mode and build its innovation mode?2)How to comprehensively analyze the core links and path of the innovation of transmedia storytelling mode of book publishing?3)How to deal with the conflict within the creation team brought by multiple viewpoints?4)How to measure the management performance comprehensively and objectively?These problems will bring different influences to the innovation of transmedia storytelling mode of book publishing.In view of this,this research focuses on the field of book publishing,especially explores the motivation,path and practical application of the innovation of transmedia storytelling mode of book publishing,and meanwhile analyzes the influence of the innovation of transmedia storytelling mode of book publishing on the business performance of book publishing based on the Value Chain Theory,and finally carries out an empirical demonstration.This study first combs the relevant theoretical like Innovation Diffusion Theory,Resource Base Theory,Value Chain Theory and Organization Theory with relevant literature,and then makes a qualitative analysis of the construction of transmedia storytelling mode of book publishing from various levels and reversely verifies the interaction mechanism of ransmedia storytelling mode of book publishing to its business performance,while makes an empirical analysis of the research content by using SPSS and AMOS software.Finally,based on the above analysis,the research conclusions and suggestions are put forward.The main innovations of this study are as follows:The first is the research on relevant core links,path and practice of transmedia storytelling mode of book publishing.In view of the characteristics and feasibility of different types of book publications,this study selects the public book publications as the research object,and uses the rich story system of them to embed the whole narrative network of transmedia storytelling of book publishing to expand the industrial value chain of book publishing.The innovative application of transmedia storytelling mode of book publishing is a great change in the book publishing field,which also is the product of the full media era.Each link of transmedia storytelling mode of book publishing not only relies on the creation and integration of content resources,but also adjusts the commercial and artistic design of content products of book publishing according to the market information.The two is the theoretical analysis of the relationship between transmedia storytelling mode and business performance of book publishing.On the premise of mastering the core content IP of book publishing,trans-boundary publishing deepens dialogue and integration among professionals in different fields and between professionals and ordinary users,and carries out business activities through formal and informal ways to bring the capital,all or part of them,depending on the circumstances into the management of book publishing.Transmedia storytelling mode of book publishing has broken through the binding of the single industry chain,which has brought great influence on the operating cost(external transaction cost or internal management cost)and users(users’ value proposition,users’ reading behavior)by dabbling in other industrial fields through direct or indirect ways and develop business contacts with the main body of different industries,so as to continuously expand and enrich the book publishing industry chain.The three is the empirical analysis of the relationship between transmedia storytelling mode and business performance of book publishing,which involves the content,technology,organization and marketing of books and publications.Therefore,in the ecosystem of book publishing industry,transmedia storytelling mode of book publishing may have a positive impact on business performance.In addition,the difference in values and thinking ways between different users and competitors may make it difficult for book publishing to acquire knowledge and information.Correspondingly,the promotion of trans-boundary production of book publishing has also become more difficult.If the transmedia storytelling mode of book publishing is carried out smoothly under the guidance of market knowledge,the user’s knowledge ability and the competitors’ knowledge ability have a strong promoting effect on it conversely.It is found that the innovation environment and trust will regulate the relationship between the transmedia storytelling mode and business performance,and the market knowledge ability of predominant factors will directly or indirectly influence the improvement of business performance,market knowledge as a predisposing factor ability directly or indirectly influences the improvement of business performance.