Research on the Current Status, Problems, and Countermeasures of Technology Integration in the Publishing Industry Based on Eight Technical Fields

Authors: 1. Chinese Academy of Press and Publication, Beijing 10000; 2. Jiuzhou Press Co., Ltd., Beijing 10000.

Abstract

[Objective] This study aims to review the current application status and typical cases of key technologies in the domestic publishing industry to provide a reference for deep technical integration. [Methods] Focusing on eight categories of technology—digitalization, databases, new media, big data, artificial intelligence (AI), cloud computing, virtual reality (VR), and digital rights protection—the study systematically analyzes their application scenarios and typical cases. [Results] The domestic publishing industry has made significant progress in technical applications. Technologies across these eight fields have diverse application scenarios in publishing operations and services, continuously driving industrial transformation. [Conclusion] The study reveals existing problems in publishing technology integration, such as imperfect mechanisms, mismatched operating models, a lack of standards and norms, and a shortage of talent. Targeted solutions are proposed, including planning a technical application framework, increasing R&D investment, improving the standard system, and strengthening the talent pool.

Keywords

Publishing integration; Technical integration; Artificial intelligence; Virtual reality; Big data

Currently, digital technologies represented by artificial intelligence and big data are undergoing accelerated iterative upgrades, with industrial penetration continuing to rise. Mature application paradigms have formed in fields such as cultural creativity and digital publishing. In 2023, the scale of China's digital publishing industry reached 1.6 trillion yuan, a year-on-year increase of 19.08%, which is approximately 10 percentage points higher than traditional books, newspapers, and periodicals, indicating a significant structural upgrade. From a global perspective, the large model market driven by generative AI is experiencing explosive growth, demonstrating immense potential across scenarios such as text, images, video, games, animation, digital humans, and intelligent agents. The multiplier effect of technological innovation and industrial integration is becoming increasingly prominent. Driven by the wave of digitalization and policy guidance, the publishing industry is accelerating the exploration of frontier technologies and the promotion of mature applications to advance supply-side structural reforms through innovation.

The domestic publishing industry widely utilizes mature digital technologies to meet user needs and solve practical problems. Research data from the Chinese Academy of Press and Publication shows that content auditing technology is most valued and prioritized by publishing units, while there is still significant room for improvement in the application of content production and manufacturing technologies. Furthermore, content-related technologies see higher application rates than layout-related technologies. Specifically, publishing units attach great importance to the application of knowledge resource processing and management, user big data analysis, personalized information pushing, and data encryption. Regarding R&D, commissioned development is the most common approach. Among the applied frontier technologies, big data, cloud computing, and AI are the three most utilized, with an adoption rate of approximately 50%, followed by virtual reality, 5G, and blockchain.

In terms of technical service requirements for integrated publishing products, the top three are knowledge services, databases, and e-books, followed by digital textbooks, rich media publications, and audiobooks. Conversely, technical service demand for cultural and creative products, animation, digital newspapers, games, and online literature remains relatively low.

1.1 Digitalization Technology

Digital processing technology is the fundamental and critical driver of the publishing industry's digital transformation. It primarily involves using professional solutions to process traditional paper media into various editable electronic formats, involving key technologies such as pattern recognition, structured indexing, and collaborative editing. On one hand, digitalization technology can effectively process large volumes of historical documents, converting them into digital structured resources. On the other hand, by introducing digital workflows such as collaborative editing and intelligent proofreading, editorial efficiency can be greatly improved. The domestic publishing industry has years of experience in this area; technologies like character recognition, XML fragmentation, and audio/video processing have reached adoption rates of around 70%. Automated word extraction, indexing, collaborative review, and intelligent proofreading have also exceeded 40% adoption, with very few units remaining that have not performed any resource digitalization. Supported by policy guidance, publishing units are achieving full-chain digital transformation by building hardware environments, upgrading equipment, and transforming business processes.

1.2 Database Technology

As the scale and quality of China's data resources accelerate, the value of data as a factor of production is being effectively released. The publishing industry possesses diverse and massive data types. Currently, China adds more than 200,000 new book titles, nearly 20,000 new audio-visual electronic publications, and maintains over 10,000 periodicals and 1,700 newspapers annually. However, the proportion of database construction remains low; statistics show that only about one-quarter of China's 580+ publishing institutions have established database platforms. Databases enable various services, including content retrieval, auxiliary tools, paid content, knowledge services, and consulting evaluations. Content retrieval is the most common, while auxiliary tools include products like the "Xinhua Dictionary App." Paid services include both individual item purchases and membership-based access to e-books and digital courses, which rely heavily on sales channels.

1.3 New Media Technology

Mobile, digital, and intelligent technologies have accelerated the development of new media, giving rise to rich content forms such as short videos, live streaming, and audiobooks. As of June 2024, China's short video users reached 1.05 billion, and live streaming users approached 780 million. Publishing institutions have actively applied new media technologies to produce multi-modal content, accumulating significant traffic. In 2023, the number of active certified accounts for national publishing units (excluding newspapers) reached 2,973, a 37% increase. Short video channels have shown particularly prominent communication effects, with the number of WeChat Video Accounts and Douyin accounts increasing by 92.6% and 78.7%, respectively. This widespread dissemination has brought high revenue growth; while physical channels continue to decline, short video e-commerce grew by 70.1% in 2023, becoming the second-largest book sales channel. A new ecosystem characterized by "all-media, multi-form, and omni-channel" integration is forming.

1.4 Big Data Technology

Big data technology has extensive applications in publishing, notably in assisting editorial decision-making. For instance, HarperCollins has used big data to analyze reader feedback and identify high-demand themes to guide pricing and marketing. Domestically, the Social Sciences Academic Press utilized big data to build a data warehouse and decision-analysis system. On the user side, big data enables user profiling and behavior mining to identify needs accurately, allowing for personalized content delivery. Platforms like "Yixin" use these insights to transform the user experience from "people searching for knowledge" to "knowledge finding people," saving users significant time.

1.5 Artificial Intelligence Technology

China has established a comprehensive AI industry system with over 4,500 related companies. AI applications in publishing follow three main paths: empowering internal platforms to optimize workflows, upgrading services for C-end (consumer) users, and developing AI tools (such as proofreading and marketing tools) for B-end (business) users. Internally, text mining and machine error correction improve efficiency. Externally, applications include voice recognition, digital humans, and knowledge graphs. For example, the "Sunteng" system provides high-precision recitation evaluation, while the "Xiaorui" digital human acts as a private tutor or reading assistant. The People's Medical Publishing House uses AI to build medical knowledge graphs that provide instant knowledge services within the user's workflow.

1.6 Cloud Computing Technology

Cloud computing in publishing serves four main functions: first, resource integration and on-demand allocation, allowing participants to access services as needed; second, promoting personalized customization and resource sharing, such as the digital course cloud platforms used in higher education; third, reducing operating costs through distributed architectures and automated maintenance; and fourth, facilitating international cultural dissemination by distributing digital content globally through cloud platforms and social media.

1.7 Virtual Reality Technology

Virtual reality (VR) integrates computer hardware, sensing, robotics, and AI. Education is a typical industry for VR application, where it meets the demand for upgraded educational publishing. In practical courses, VR's interactivity allows students to perform operations autonomously without physical risks. For example, the "3D Systematic Anatomy" by People's Medical Publishing House uses VR to create virtual dissection labs. Similarly, the "Indoor VR Scene Production Tutorial" by the Publishing House of Electronics Industry helps learners master architectural visualization. While VR expands books into multi-dimensional forms, it still faces challenges such as high costs and insufficient technical maturity.

1.8 Digital Rights Protection Technology

In the internet environment, digital content is easily copied and difficult to trace, making digital rights protection (DRP) critical. However, about one-quarter of publishing units have not yet adopted DRP measures. Current applications remain basic, with digital watermarking being the most common, while blockchain usage remains low. As AIGC (AI-Generated Content) develops, traditional regulations struggle to address new types of infringement. Recent high-profile cases involving digital humans and AI-generated images highlight the need for DRP technologies to evolve and intervene at the creation stage to lower the probability of infringement.

2. Analysis of Existing Problems

2.1 Lack of Robust Technical Application and Innovation Mechanisms

Most publishing units maintain organizational structures and incentive mechanisms designed for traditional business, which struggle to adapt to integrated development. Hierarchical "pyramid" structures often lead to information silos, where departments are unwilling to share resources. This lack of horizontal connectivity limits the depth of technical integration. Furthermore, many units lack incentives for technical innovation, leading to insufficient investment or poor profitability of integrated products.

2.2 Mismatch Between Integrated Products and Operating Models

Traditional operating mechanisms are being disrupted. Many integrated products suffer from small user bases and low visibility. Publishing institutions often lack dedicated new media teams, relying instead on editors to manage accounts as a secondary task. Content often remains limited to simple book introductions rather than engaging, interactive topics that build a unique brand persona. Additionally, most units have yet to establish effective data-driven operating mechanisms, relying instead on centralized, one-way communication that limits reach and effectiveness.

2.3 Absence of Standardized Norms for Technical Integration

While some standards for QR codes, VR/AR, and blockchain have been introduced under the guidance of the National Press and Publication Administration, the existing system is dominated by general basic standards. There is a lack of unified architecture and supporting standards for data security and copyright ownership. Disparate corporate standards lead to poor cross-platform compatibility and resource fragmentation, hindering cooperation between publishers and technology companies.

2.4 Shortage of Technical Talent for Integrated Publishing

Digital transformation requires "composite" talent—individuals who understand both emerging technologies and publishing workflows. Currently, traditional editorial staff make up the vast majority of the workforce, with few digital publishing or technical specialists. Furthermore, a gap exists between university education and industry needs; the scale of composite talent produced by universities is small, and there is often a disconnect between theoretical knowledge and practical application.

3. Countermeasures and Suggestions

3.1 Strengthen Top-Level Design and Plan Technical Frameworks

To improve the systematic nature of technical integration, top-level design must be strengthened through policy guidance and industry synergy. At the policy level, "project-driven" and "demonstration-led" effects should be enhanced, alongside improved evaluation mechanisms and financial incentives like R&D tax breaks. At the industry level, infrastructure for data sharing should be optimized to provide low-cost tools for smaller publishers. Cross-industry collaboration with internet companies and research institutes should be encouraged to explore AI and VR applications, shifting the industry from "passive adaptation" to "active leadership."

3.2 Increase R&D Investment to Enhance Innovation Capabilities

Compared to the national average R&D intensity (which rose to 2.64% in 2023), the publishing industry's investment remains insufficient. Statistics show that 46.15% of enterprises invest less than 10% of their total funds into integrated business. Furthermore, nearly 60% of publishing units have fewer than 10 full-time technical staff. Publishing units must increase funding and personnel to address technical bottlenecks and provide a broader space for integrated development.

3.3 Advance Standardization and Improve the Technical Standard System

Efficiency in integrated publishing requires unified standards. This includes standards for content production (audiobook recording, AI/VR production, 3D models), digital asset management (storage and resource management), distribution (communication evaluation, sales platforms), and copyright protection (cybersecurity and DRP). Establishing a standard system tailored to the Chinese publishing industry will promote sustainable development and the deep integration of frontier technologies into core business processes.

3.4 Build a Strong Talent Pool and Management System

Publishing units must improve compensation systems and training models to attract technical talent. Competitive, market-oriented salaries and clear career paths for composite talent are essential. Professional qualification standards should be established for those who bridge the gap between technology and content. Finally, cooperation with universities and vocational institutions should be deepened to create a talent reserve through internships and joint training programs, accelerating the cultivation of the next generation of publishing professionals.