Analysis On The Irrational Bestseller Operation

With the development of China's market economy, publishers have been attaching more and more importance to the commercial attributes of books since the 1990s. Hence the pace of marketization of publishing is quickened constantly. As a result, publishers have an unprecedented passion on bestsellers'publishing. However, as China's market economy system has not been well constructed, the profit-oriented bestseller publishing results in an irrational operation. This not only wastes social resources, but also brings forward an illusive prosperity of publishing industry.This dissertation analyzes the causes and effects of irrational bestseller operation by bringing Literature Survey, Case Study into exercise. Besides, it discusses the countermeasures accordingly so as to promote the sustainable development of China's book industry. The author thinks that a healthy bestseller operation environment not only depends on the improvement of market economy system and the cultivation of readers'senses, but also publishers'objective analysis of both the advantages and disadvantages of bestsellers. Publishers should establish a long-term development strategy in accordance with their own characteristics, thus contributing to China's book industry through distinctive management.