Research On Publishing Of Network Literature

As one of the mostimportant fragments of digital publication, network literature publication is playing a crucial role in the development of this industry. This thesis disclosed the network literature publication situation in China with various theories, including publishing, literature, marketing, and psychology, in order to provide theoretical support for the development of network literature, and enrich the research on thedigital publication industry. Besides, this research can promote digital publishers to build a better development environment for network literature industry. This thesis implemented methods including literature review, case study, standard study, and policy research to elaborate the research.This study is consisted of six different parts:introduction, overview, literary composition, business and marketing, consumption and conclusion, based on the definition of reproductionof literature publications:composition-distribution-consumption.In the introductory part, the research background, motivation and method were disclosed. The relevant research literature was thoroughly reviewed. Furthermore, the basic theories of network literature and the industry situation were also summarized.In the overview part, the concepts and characteristics of network literature and digital publication were stated. Subsequently, the thesis reviewed the origination and development of network literature. Finally, the research illustrated the big picture of Chinese network literature by discussing the websites, writers, markets and customers of the network literature.Network literature publishing differs from the traditional publishing by providing content directly to readers through online publishing platform or social media. Three aspects are involved in the network literature composing procedure, which are the composing subject, the composing environment, and the composing object. This thesis discussed the importance of composing environment in network literature from micro and macro aspects. By analyzing the literature content and language, it was concluded that the specifications of network literary composition are theme virtualized, easily composed, interactive composed, team-worked and target commercialized.Business and marketing are the crucial parts of this industry. As an emerging cultural industry, it is important for network literature to discover a suitable business model. Business and marketing play the most significant roles in the definition of reproduction of literature publications:composition- distribution -consumption. In this part, the thesis analyzed the network literature publishing business model and market structure from micro and macro aspects, and discussed them according to the 4P principle in the marketing mix. First, the definition, subject, and business of network literature marketing were analyzed. Then the research discovered some important issues in the network literature marketing such as product formation, pricing, distribution and promotion strategy.The consumption of network literature achieved its commercial and cultural value after being created and published. The consumption research was divided into four parts to discuss. First, the consumer structure was discussed from sex, age, and occupation aspects. Second, by reviewing from culture, technology and society factors, this research found that the network literature consumers prefer free, entertained, interactive and quick reading literature works. Third, the consumer behaviors were researched based on the AIDMA, AISAS, and SICAS model. Fourth, the trends of consumption activities are reading devices diversified, content di-vulgarized, and consumer internationalized.In the conclusion part, the research discussed the future of network literature publication based on the communication theories:the consists of literature writers will be polarized; the readers will be pluralistic and internationalized; the subjects and styles will be more diverse; the media will alter from PC desktops to mobile platforms; the communicative effect will be entertainment-oriented.