| With the rapid development of digitization and internet technology,the cultural industry has emerged as a key driver of economic growth in China,with the publishing industry being a core sector.However,the publishing industry is facing practical challenges in content production and structural operations as it explores the development of integrated media.These specific challenges have a direct impact on the digital transformation process of publishing entities and impede the progress of integrated publishing.Simultaneously,the rapid growth and widespread adoption of Multi-Channel Networks(MCNs)in the broadcasting and new media sectors have garnered significant attention.The rise of MCNs has not only disrupted traditional production models in the cultural industry but has also resulted in a new competitive landscape.MCN organizations have exhibited a trend of expanding their business across various sectors,forming conglomerates,and embracing internationalization.They have developed independent and mature cross-media operational mechanisms with distinctive business models.Against this backdrop,studying the operational mechanisms of MCNs that serve the publishing industry holds paramount importance in enhancing the digital transformation capabilities,effectively integrating the vast cultural resources of the publishing industry,expanding the publishing value chain,and improving the content creation and user engagement capabilities of publishing companies.This thesis focuses on addressing the needs of the publishing industry and investigates the operational mechanisms of MCNs serving this industry.It analyzes the challenges faced by publishing conglomerates during the process of digital transformation and,in conjunction with the distinctive characteristics and operational mechanisms of the MCN industry,identifies the digital media technologies,management mechanisms,and long-term operational challenges that require attention within the publishing industry.By studying the operational mechanisms of MCNs serving the publishing industry,this thesis explores their significance in enhancing digital transformation capabilities,integrating cultural resources,expanding the value chain,and improving content creation and user engagement capabilities.Additionally,the thesis examines the MCN operational mechanisms that serve the publishing industry,taking into consideration current preferences of digital media platforms and reader demands,with the aim of promoting the digital transformation of the publishing industry and achieving the national goal of establishing a strong publishing nation. |
