Abstract:

According to the interactive resources’flowing among the digital publishing alliances’members (publishers), defining the roles of the members; and based on Social Network Analysis(SNA), establishing a network model for the alliances’s internal resources flow;then two alliances members’resource using models are discussed, namely the mutual communication model and the platform using model. To decrease the transaction costs and risks, the alliances operation mechanism is proposed and presented, with which the members’communication is based on digital publishing platform and their resources exchange is based on network shopping platform,in order to increase the publishers’participation enthusiasm in high-quality publishing resources’ construction and contributing, and to guarantee their rights and benefits as well.