Research On The Market Structure And Conduct Of The Publishing Industry In System Changing Periods In China

It is a new project and experiment to systematically research the publishing market structure and conduct with the theory of industrial organization. Because of the smaller scale of the enterprise, to the market conduct, the publishing and distribution market structure is an ectogenic involuntary and static variable, so the market structure of the publishing industry decides the conduct of the publishing and distribution market. Therefore, the executive monopoly and excessive disrupt competition is the result of the actual publishing and distribution market structure.In china, the publishing industry has been changing from the planning publishing system to market publishing system, from the executive publishing system to the enterprise publishing system. So, the publishing industry still has the characters of planning publishing system. Due to reforming gradually, the system changing periods of the publishing industry will be long and arduous.The enter bulwark of the publishing and distribution market mainly reflects the monopoly and competition relations between the reigning publishing enterprises and the potential publishing enterprises. Because the publishing industry is changing from the old system to the new system, the old publishing system is still influencing. Therefore, the executive enter bulwarks are still main bulwarks.The concentration rate of the publishing and distribution market mainly reflects the monopoly and competition relations of the reigning publishing enterprises. The reasons why the concentration rate of the publishing and distribution market is so lower in china, both in theory and from practical figures contrast between china and foreign countries, lie in the executive publishing monopoly. Therefore, the annex and combine and catenation between publishing and distribution enterprises are the efficient ways to raise highly the concentration rate of the publishing and distribution market.As a basic market conduct, the monopoly exists widely in publishing and distribution markets. The monopoly conducts resulting from the publishing product property and difference include the price conducts aimed at both controlling and influencing prices and the third-glass price discrimination in the middle of dealing. Being harmful to the development of the publishing industry, the price monopoly of the publishing products and the executive monopoly of the textbooks distribution should be banished by means of introducing competition system.As a basic market conduct, the competition also exists widely in publishing and distribution markets. It includes homogeneity competition, heterogeneity competition and price competition, heterogeneity competition is essential and available to the development of the publishing and distribution markets. As a kind of malfeasance competition, the conduct of the high-price and high-discount should be banished.