内外交困的出版业：2026年将何去何从？

Core Insights - The publishing industry is facing significant challenges in 2025, driven by external pressures and internal adjustments that require enhanced responsiveness [1][3]. External Challenges - The rise of digital reading is significantly impacting the market share of traditional print publishing, with changing user habits leading to a decline in physical bookstore viability [3][4]. - Online e-book platforms are employing low-price strategies and convenient access methods, further diverting potential print book consumers [3]. - The emergence of self-media content formats, such as short videos and podcasts, is capturing user attention in a more fragmented and entertaining manner, posing a serious competitive threat to traditional publications [3]. - Global economic uncertainties are dampening cultural consumption willingness, leading to sluggish book sales and increasing inventory pressures within the publishing industry [3]. Internal Challenges - Some publishers lack awareness in brand building and reader service in the new media era, failing to establish strong emotional connections with readers, resulting in low reader loyalty [3][4]. - The traditional distribution methods are becoming obsolete, necessitating a shift towards direct engagement with readers and adaptation to new retail market dynamics [4][6]. - Publishers are struggling to accurately connect with readers, often lacking comprehensive reader data and relying on outdated marketing methods [6][9]. Digital Transformation Issues - Many publishing institutions face inadequate digital infrastructure, unclear copyright ownership, and insufficient operational capabilities, which hinder their ability to adapt to digital resource platform trends [9]. - The publishing industry is experiencing challenges related to copyright infringement by AI technology companies, with insufficient measures in place for protection and enforcement [9]. Trust and Credibility Concerns - The publishing industry is grappling with a trust crisis, as errors in published works can quickly undermine its authoritative role [10][12]. - There is a need for publishers to actively engage with readers, inviting them into the publishing process and addressing errors transparently to rebuild trust [10][12]. Future Outlook - The publishing industry must focus on repairing relationships with the market and readers, emphasizing the importance of establishing reliable reader data and enhancing service capabilities [13][14]. - The upcoming 2026 National Reading Week is expected to amplify the demand for quality books and respect for knowledge, providing an opportunity for the industry to rejuvenate [16].