Abstract:

Under the background of national intensive introduction of various policies that in favor of the development of cultural, media and publishing industry,the leaping development for media and publishing industry era is finally coming.At the same time,facing with the impact of digital publishing,new media, new technique, the transformation of media and publishing industry becomes extremely urgent.The article takes the press and publication companies as examples, analyzing their transformation paths and diversified investment ways, summarizing the main characteristics they possessed in the process of transformation. In view of the cases we chosen, it becomes clear that public companies make full use of the advantage of capital market, getting access to the digital publishing , online education, film and media, Internet and other fields by means of investment, merger, reorganization and so on. The core logic mainly contains realizing the digitization of paper-based content and all media transmission on the basis of enhancing and maintaining traditional advantages, meanwhile searching for diversified management which bonded with content and capital.