Research On The Mechanism Of Digital Transformation Driving The Operational Efficiency Of Publishing Enterprises

In recent years,China has been vigorously developing its cultural industry,and the Fifth Plenary Session of the 19th CPC Central Committee clearly set the promotion of the construction of a strong socialist cultural state as the main goal of the 14th Five-Year Plan period,and the establishment of a strong cultural state as the visionary goal for 2035.The publishing industry is the source and pillar of China’s cultural development,and the construction of a strong publishing country is also a prerequisite and fundamental force to promote the construction of a strong cultural country in the new era,so it is significant to promote the development of publishing enterprises.Today’s society,with information technology and digitalization as the distinctive features of the times,the penetration of digital technology into traditional industries has been the inevitable trend of the development of the times.The impact of new technology,the change of development mode,the increasing tension of book resources competition and the pursuit of personalized development of enterprises have made the exploration of digital transformation of publishing enterprises an inevitable choice.This paper takes the exploration of digital transformation driving the operational efficiency of publishing enterprises as the starting point,and uses the A-share listed publishing enterprises in Shanghai and Shenzhen from 2018 to 2020 as the research samples for theoretical analysis and empirical testing.Firstly,we briefly analyze the current situation of digital transformation and upgrading of publishing enterprises based on the existing literature,and explore the specific impact path of digital transformation-driven publishing enterprises’operational efficiency based on the theoretical analysis,where this paper focuses on the impact role of the key elements inherent in publishing enterprises,i.e.,publishing process elements,technology elements and talent elements,on the operational efficiency of digitally transformed publishing enterprises.Based on the above analysis,four research hypotheses are proposed in this paper,namely,the impact of digital transformation on the operational efficiency of publishing enterprises,the hypothesis of the impact path based on publishing process elements,the hypothesis of the impact path based on technology elements,and the hypothesis of the impact path based on talent elements.Secondly,this paper measures the operational efficiency of the sample enterprises through DEA model and conducts preliminary verification of the research hypotheses.Finally,the main effect test model and the impact path test model were constructed by Tobit regression model to test the theoretical hypotheses respectively,and the robustness of the model was tested by supplementary variables method and adjusting the sample size and period.The theoretical analysis and empirical tests lead to the conclusions of this paper:(1)digital transformation drives the improvement of publishing enterprises’ operational efficiency;(2)optimizing the publishing process is beneficial to digital transformation publishing enterprises to improve their operational efficiency;(3)improving technological investment is beneficial to digital transformation publishing enterprises to improve their operational efficiency;(4)improving the quality of talents is beneficial to digital transformation publishing enterprises to improve their operational efficiency.Finally,in response to the findings of this paper,relevant suggestions are made for the development of publishing enterprises in the digitalization process,including giving play to the guiding role of government policies,promoting the technological integration of traditional and digital publishing,optimizing the publishing process,introducing composite talents and strengthening the internal management of enterprises in order to enhance the ability to cope with the environment.