Research on the Innovation of Converged Media Technology and Development Strategies for Digital Publishing

Shi Ling
(Harbin Engineering University Press, Harbin, Heilongjiang 150000)

Abstract

Converged media technology and digital publishing are closely interconnected and can mutually promote rapid development. [Purpose] To actively respond to the transformation and challenges in the digital publishing industry, enhance digital publishing content quality and dissemination efficiency through converged media technology, support industrial integration and innovative development, and thereby improve the international competitiveness of China's digital publishing sector. [Methods] This study employs classification and summarization, comparative analysis, and quantitative-qualitative research methods to analyze the close relationship between converged media technology innovation and digital publishing development, with in-depth investigation into innovation approaches for converged media technology and development strategies for digital publishing. [Results] Converged media technology innovation can drive digital publishing development, while digital publishing development can, in turn, compel converged media technology innovation. [Conclusion] The development of the digital publishing industry cannot be separated from converged media technology innovation, and the expansion of converged media technology coverage requires support from digital publishing development. Only through the organic integration of converged media technology and digital publishing can ideal industry reform and transformation outcomes be achieved.

Keywords: converged media technology; innovation consciousness; digital publishing; data reconstruction; marketing
CLC Number: G230
Document Code: A
Article ID: 1671-0134(2025)02-82-04
DOI: 10.19483/j.cnki.11-4653/n.2025.02.015
Citation Format: Shi Ling. Research on the Innovation of Converged Media Technology and Development Strategies for Digital Publishing[J]. China Media Technology, 2025, 32(2).

1. The Interdependent Relationship Between Converged Media Technology and Digital Publishing

In the context of new-era development, converged media technology has become a key focus and hot topic in the digital publishing field. The application of converged media technology integrates various media forms such as text and images to create more comprehensive and systematic new media communication formats. This technology expands information dissemination channels and helps meet readers' personalized needs. Digital publishing represents the development direction of the publishing industry, and how to utilize converged media technology to enhance digital publishing development and achieve ideal publishing outcomes has become a critical research question for digital publishing institutions.

1.1 Converged Media Technology Supporting Digital Publishing

Digital publishing is a new publishing model in the new-era development context, primarily relying on digital technology to edit and process various audio-visual and text-image content. Against the backdrop of widespread information technology application, digital publishing product forms have become more diverse, including music, comics, games, e-books, and digital newspapers, which audiences can generally access in real-time via the internet. Meanwhile, presenting digital content to audiences constitutes the core of digital publishing, and digital publishing management is gradually becoming digitalized, which not only improves management efficiency to a certain extent but also simplifies publishing workflows [1]. Furthermore, publishing houses can conduct sales and promotion through mobile devices and internet platforms, and with the support of converged media technology, expand the coverage of the digital publishing industry chain, primarily involving content creation, technology research and development, production, and platform construction. Compared with traditional publishing industry development, digital publishing demonstrates stronger personalization characteristics and places greater emphasis on content innovation and technological innovation, providing stronger momentum for the rapid development of the publishing industry.

1.2 Digital Publishing Compelling Converged Media Technology Innovation

Digital publishing development not only requires support from converged media technology but also compels its innovation. Digital publishing enhances the flexibility and efficiency of content production, and to achieve these goals, it typically raises requirements for converged media technology, strengthening innovation in content collection, editing, and other segments to meet digital publishing demands [2]. Simultaneously, digital publishing products primarily rely on networks for dissemination, which drives innovation in converged media technology for data transmission and distribution, facilitating rapid and widespread content dissemination [3]. Additionally, the development goal of digital publishing is to satisfy users' personalized reading needs and help them effectively utilize fragmented time, and converged media technology innovation serves as an effective means to achieve these objectives.

2. Innovation Strategies for Converged Media Technology

2.1 New Technology Drivers

In converged media technology innovation, it is essential to adhere to mobile new media platforms as the core and strengthen the adoption of advanced scientific technologies. Technologies such as AR virtual technology and 4K/8K standards can significantly improve media information transmission efficiency and enhance media service quality. Taking the broadcasting coverage of the Hangzhou Asian Games by China Media Group as an example, the organization employed 4K/8K standards for the first time to provide international public signals and other types of media services to global audiences. AR virtual technology was applied in the opening and closing ceremonies, achieving breakthroughs in media industry development through the multi-platform dissemination advantages of all-media, innovating event reporting scale, and setting a new record for total all-media reach [4].

2.2 Data Reconstruction

Converged media technology innovation also includes data reconstruction, encompassing the reconstruction of content data, user data, and operational data, while achieving effective connection with user terminals. Through data reconstruction and statistical analysis, media can better understand users' personalized needs and enhance intelligent content production levels. Some publishing units have chosen to utilize "Creative Brain AI+," which integrates multiple artificial intelligence technologies. Empowered by AI, this technology can accomplish intelligent collaboration and production of content, building an efficient automated and intelligent work platform that provides technical support for the rapid development of the publishing industry [5]. Additionally, technology departments should prioritize data privacy protection by establishing data privacy protection mechanisms and introducing security verification technologies such as facial recognition and fingerprint verification to build a security assurance system and prevent the leakage of confidential information during data reconstruction.

2.3 Business Process Reengineering

Business process reengineering constitutes important content in converged media technology innovation. Relevant departments should broaden their business perspective from a long-term development standpoint of the publishing industry, set development goals and directions based on the actual development of the media industry, and provide a solid foundation and scientific guidance for business process reengineering [6]. Meanwhile, understanding and evaluating existing business processes is a key task that requires strengthening analysis of business process execution effectiveness and data collection to lay a good foundation for process reengineering. In the reengineering process, publishing units can utilize all-media convergence platforms to uniformly manage and distribute text, video, and other materials, employ artificial intelligence technology to create precise audience profiles, and recommend personalized content based on their preferences, thereby improving audience satisfaction and enhancing stickiness between media units and audiences.

3. Development Strategies for Digital Publishing

3.1.1 Development Goals

To further achieve media convergence and promote digital publishing development, relevant departments should clarify digital publishing development goals to provide scientific guidance for various tasks. First, digital publishing development should adhere to the principle of digitalization driving modernization, encourage independent innovation among various units, clarify industrial clustering objectives, intensify the construction of industrial clusters, strengthen digital publishing appeal by building core digital publishing industry clusters, and enhance the international competitiveness of domestic digital publishing through cluster effects. Second, publishing units should prioritize the integration of publishing content with advanced technology, organically combine high-quality publishing content with digital technology based on social needs, and ensure that digital publishing reflects the spirit of the times and inherits excellent traditional Chinese culture. Third, digital publishing development should place market and benefits on equal footing, focusing on market research to understand market needs and dynamic changes, adjusting digital publishing product types and service models to meet diverse audience needs. Regarding economic benefits, relevant departments should build new business forms, models, and patterns to expand the industry's economic development space [7]. Finally, digital publishing development goals include policy and planning guidance, where government functional departments should increase policy support, create a favorable digital publishing environment for leaders at all levels of press and publication administrative departments, and achieve orderly industrial development goals.

3.1.2 Development Positioning

In digital publishing development, publishing units and departments should clarify development goals and positioning. First, digital publishing constitutes a component of the cultural industry, and during the publishing process, it should emphasize the promotion of excellent traditional culture and the dissemination of scientific and cultural knowledge, reflecting the value of the publishing industry while providing good cultural and knowledge education to audiences. Second, digital publishing serves as a frontier for scientific and technological innovation, providing broader application and development space for new technologies. Through integration with advanced scientific technologies, the production efficiency and product quality of the publishing industry can be significantly improved [8]. Finally, digital publishing is an important foundation for countries to enhance their competitiveness in the international cultural market. For digital publishing product development and service innovation, efforts should focus on practicing core socialist values and publicizing the Party's theoretical innovation achievements, strengthening the research and development of diversified and high-quality digital publishing products to improve the level of spiritual civilization construction.

3.2.1 Content Selection and Optimization

For digital publishing development, innovation concepts and methods should be integrated from the content production level. First, relevant departments should enhance awareness of diversified content production, strengthen the utilization of big data technology and AI technology, gradually complete customized personalized content, and accurately push content to audiences, such as images, text, audio, and video, making content production more innovative and diverse to ensure that the basic needs of various users are met. Second, digital publishing units should focus on strengthening original content, provide more encouragement to authors, editors, and other staff, invest more time and energy in original content production, and create in-depth, high-quality works, such as by providing creative funds to mobilize the enthusiasm of relevant workers and achieve innovation in publishing content [9]. Finally, when conducting digital publishing, publishing units should build a thematic publishing model, focusing on national policies, theories, and some emergencies for thematic planning, and reasonably design thematic publishing activities. Information dissemination should primarily occur through digital publishing methods such as video courses and e-books to ensure the authority of publishing content while enhancing the influence of digital publications.

3.2.2 Quality Improvement and Standard Formulation

Digital publishing content innovation also requires attention to quality improvement and standard formulation to provide endogenous momentum for digital publishing development. Therefore, publishing units should strengthen quality control of publishing content, establish a sound content review mechanism, and improve publication quality by ensuring the legality and authenticity of publishing content and performing editing and proofreading work. Simultaneously, publishing units should clarify unified standards related to publishing content based on actual conditions to regulate the digital publishing market and lay a good foundation for improving industry development levels. Digital publishing technology updates rapidly, making it difficult to ensure products have long life cycles. If traditional content creation standards are still adopted, it is difficult to guarantee content quality and meet the development requirements of the publishing industry. To this end, publishing units should improve existing standards by comprehensively considering the characteristics of digital publishing and clarifying the attributes and needs of digital publishing. For example, when customizing standards for e-book content, adjustments and improvements should be made from aspects such as metadata and content format to provide basic guarantees for the publishing quality and subsequent distribution of e-books [10]. Additionally, publishing units should adhere to the principle of multi-party participation and joint formulation, strengthen exchanges and collaboration with industry associations, government departments, and research institutions, respect and adopt reasonable opinions and suggestions from all parties, and further ensure the operability of digital publishing standards.

3.3.1 Technological Foundation and Innovation

Digital publishing development cannot be separated from technological support, and publishing units should focus on promoting technology integration and strengthening the introduction and utilization of advanced scientific technologies. First, publishing units should prioritize research on big data and cloud computing technologies to provide data processing functions for digital publishing, enabling the storage of large amounts of data information and analysis of collected user data to grasp market dynamics and meet audience needs. Relying on cloud computing platforms, publishing units can effectively control publishing costs and lower publishing technology thresholds, providing support for the expansion of publishing institutions' development scale [11]. Second, publishing units should actively apply artificial intelligence technology, strengthen its integration with content creation, typesetting, review, and other work segments, provide assistance to creators, and thereby improve digital publishing quality. For example, the application of AIGC technology can achieve programmatic writing, which not only innovates digital publishing content production forms but also improves writing efficiency, bringing stronger momentum to the rapid development of the publishing industry. Finally, publishing units can strengthen the application of blockchain technology in digital publishing. With the support of smart contract functions and distributed ledgers, this technology provides a solid foundation for controlling infringement behaviors.

3.3.2 Integrated Application Practice

After completing technology integration and innovation, publishing units should strengthen integrated application practice in digital publishing. Units can enhance awareness of intelligent editing and review, that is, develop intelligent editing and review systems through natural language processing technology and machine learning technology, design automatic recognition functions to automatically correct errors such as typos in texts, and ensure the standardization and accuracy of digital publishing content. Simultaneously, publishing units should build personalized recommendation and customization models, comprehensively analyze all user preference information, understand user behavior habits, and under the support of digital publishing platforms, recommend exclusive content to users and provide customized services to help improve user satisfaction [12]. Additionally, publishing units should emphasize cross-media integration, break through the limitations of traditional publishing models, transform single text publishing forms, and integrate diversified information such as audio-visual, text, and images in publishing content to enhance content expressiveness. Based on this, publishing units can focus on IP development and actively adopt cross-border integrated publishing methods, such as transforming book forms and content to create digital works like animation and games, or developing special co-branded products through exchanges and cooperation with well-known institutions in the industry, which helps improve the digital publishing industry chain.

3.4.1 Building Multi-Channel Marketing Strategies

Marketing is an important means to expand publishing development space, and only by ensuring market demand can publishing be motivated. Therefore, publishing units should strengthen cooperation with websites, such as professional and platform-based websites, to build new online marketing channels and adhere to the principle of mutual benefit and cooperation. They should also value collaborative partnerships with digital libraries and e-commerce platforms, listing digital publishing products on these platforms and reading apps to help expand the market coverage of digital publishing. Simultaneously, marketing departments should focus on building social media marketing models, such as cooperating with social media platforms like Douyin, WeChat, and Weibo, and publishing digital publishing content through multiple channels to expand user groups. Publishing units also need to intensify the promotion of mobile marketing channels, develop specialized mobile reading applications based on their development level, and mobilize user enthusiasm through pre-installation cooperation to increase client downloads [13]. Additionally, publishing departments can increase emphasis on various marketing activities, build online-offline marketing activity models, such as regularly organizing lectures, book signings, and reading clubs for users, effectively enhancing reader attraction and expanding user groups. Publishing units can also build O2O marketing models, strengthening the integration of online booking and offline book pickup to provide readers with more convenient experiences and thereby increase the purchase rate of digital publications.

3.4.2 Optimizing Marketing Content

In addition to marketing models, marketing content is also an important factor affecting digital publishing quality. To further promote digital publishing development, publishing units should intensify efforts to optimize marketing content. Therefore, units should focus on improving content quality, ensuring the richness of reading resources, and obtaining diversified reading resources through market research and data collection to conduct professional processing and form digital readings that meet their development characteristics and readers' personalized requirements. Simultaneously, publishing units should appropriately add relevant information such as author interviews, book reviews, and creative backgrounds to digital publishing content to attract readers and gain more attention. Publishing units can adopt interactive marketing methods, using content such as book sharing and essay competitions in marketing, and setting up special award levels to mobilize reader enthusiasm and expand the influence scope of marketing activities. Additionally, publishing units should closely monitor market dynamics and adjust marketing content according to market demands and development trends to reduce the time and cost invested in marketing and provide sufficient momentum for digital publishing development [14].

3.5.1 Building a Sound Legal and Regulatory System

The stable development of digital publishing cannot be separated from a good security environment, and copyright protection is an important measure to maintain orderly industry development. Therefore, publishing departments should actively seek support from functional departments such as the government, enhance awareness of legal and regulatory improvement, conform to digital publishing development trends, and build a sound legal and regulatory protection system [15]. Simultaneously, relevant departments should adhere to the principle of targeted legislation, focusing on analyzing some common digital copyright issues and issuing corresponding laws and regulations based on analysis results to clarify the requirements for digital copyright use, ownership, and transfer, which helps reduce copyright disputes in digital publishing and effectively protect the legitimate rights and interests of relevant personnel.

3.5.2 Strengthening Administrative Supervision and Law Enforcement

Regulatory departments should intensify supervision of the digital publishing industry, clarify their regulatory functions and responsibilities, avoid overly decentralized management functions, emphasize coordination and cooperation among different departments, and gradually form a joint force for digital publishing supervision. Simultaneously, they should give full play to the regulatory and crackdown roles of law enforcement departments, focusing on investigating infringement and piracy behaviors in the digital publishing industry. Through regular or irregular law enforcement inspections, problems can be discovered in a timely manner, or by increasing the cost of violations, the illegal enthusiasm of some ill-intentioned individuals can be weakened. Additionally, to achieve ideal copyright protection effects, copyright protection should start from the root, that is, regulatory departments and law enforcement departments should coordinate and cooperate to do a good job in industry publicity, enhance the copyright protection awareness of digital publishing units or individuals, guide them to correctly understand copyright and the importance of copyright protection, and thereby reduce piracy and infringement behaviors.

3.6 Optimizing Digital Publishing Talent Structure

Digital publishing professionals are an important foundation for industry development, and their professional capabilities and comprehensive qualities directly affect industry development levels. Therefore, publishing units should focus on strengthening the construction of digital publishing professional talent teams and building a composite talent team. First, publishing units should adjust internal talent structures, clarify human resource allocation needs of various departments, reasonably set up relevant positions such as multimedia editors, product managers, marketing managers, database administrators, and copyright operation personnel, and formulate more targeted talent recruitment standards by analyzing talent types, educational levels, work experience, and other aspects for different positions. Second, for applicants, publishing units should conduct strict screening to understand their professional skill levels, work attitudes, and career plans, organize those who pass the screening for pre-job training, strengthen learning of digital publishing professional knowledge, and participate in learning about publishing regulations, digital technology, and market trends to improve talent business capabilities and environmental adaptability. Finally, digital publishing units should establish a sound performance appraisal mechanism to motivate staff to actively engage in work, thereby improving work quality and efficiency, enhancing digital publishing development levels, and strengthening the industry competitiveness of publishing units.

Conclusion

Digital publishing is one of the main development trends in the current publishing industry. Adopting digital publishing models can significantly improve publishing efficiency, expand publication marketing channels and reader coverage, and lay a foundation for the rapid and stable development of the publishing industry. Through strengthening research on digital publishing development forms and strategies, publishing units can provide a basis for industry strategic development planning, and relying on converged media technology and strengthening technological innovation can provide support for the efficient implementation of related work, strengthen the effectiveness of industry development and construction, and thereby improve the industry competitiveness of publishing units. For the future development of the publishing industry, relevant departments should focus on innovating the integration of converged media technology and digital publishing to build a sound system for the rapid development of digital publishing.

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Author Profile: Shi Ling (1979—), female, Han ethnicity, from Fuxin, Liaoning, Master's degree, Associate Senior Editor, Deputy General Manager of Harbin Engineering University Press, research direction: converged media.
(Responsible Editor: Li Yansong)