出版商:你在哪个行业?

Publishers:What Business You Are In?

面对新技术带来的挑战,企业往往需要重新评估自身业务,并自省:你在哪个行业?哈佛商学院教授西奥多·莱维特揭示了铁路行业和电影行业因营销短视导致的失败。数字时代,出版行业也应重新定位自己所属的行业。近期,美国书业研究会更新了其使命宣言,从"图书"行业转向"内容"行业;教育出版商也正致力于从教材业务到提供服务和解决方案的转型。出版商想要在与其他内容行业(游戏、音乐、电影等)的竞争中胜出,亦需首先正视这样一个问题:你在哪个行业?

When facing challenges brought by new technology, companies often need to re-evaluete their businesses end ask themselves this question： Whet Business You Are In？ Harvard Business School professor Theodore Levitt gave us two classic examples： the railroad industry and the movie industry, where industries failed to answer this question correctly. Facing challenge from digital technology, publishing industry should re-define the business it is in. Recently, the Book Industry Study Group has decided that it is no longer in ＂book＂ business, rather, it is in the ＂content＂ business, and changed its mission statement. Education publishers are committed to providing services and solutions instead of the textbook business. In order to win the competition from other non-book formats, such as games, music and movies, book publishers need first to answer this question correctly： What Business You Are In？