盛大文学:筑造云中书城

Translated title of the contribution: Shanda Cloudary: Building an Online Literature Platform

Liang Dong (First Author), Leiping Xu (Participant Author), Weiru Chen (Participant Author)

Research output: Other contributionCase Studies

Abstract

Online literature has been developing rapidly in China in recent years, and the worldwide book industry is also undergoing an unprecedented transformation. As many firms have aggressively pursued new business models, such as digital publishing, e-reading and on line bookstores, Shanda has sought to seize first-mover advantage and build a digital publishing and reading industry chain itself, relying on its online literature platform, Cloudary. Shanda Cloudary connects readers and authors, and its businesses include payment, copyright licensing, advertising, and third party business and offline services. Faced with fierce competition from strong rivals, the threat of piracy, issues in technological development, difficulties in post-acquisition integration and other challenges, would Cloudary be able to consolidate and mobilize its internal resources to build up an integrated industry chain in a timely manner, attract more users, and generate big profits against the backdrop of the mobile Internet revolution?
Translated title of the contributionShanda Cloudary: Building an Online Literature Platform
Original languageChinese (Simplified)
Number of pages20
Publication statusPublished - 1 Jan 2012

Case number

STR-14-139

Case normative number

STR-14-139-CC

Case type

图书馆案例

Update date

2016-06-18

Published by

中欧国际工商学院

Keywords

  • 商业模式
  • 数字出版
  • 文化产业
  • 盛大集团
  • 营销策略

Case studies discipline

  • General Management
  • Strategy

Case studies industry

  • Information, Media & Telecommunications

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