Chinese Books Marketing Research

The Chinese publication industry is facing the opportunity and the challenge which the publication globalization brings. Speaking of China's publication group, how defers to the comparison competitive advantage theory, involves in the global publication industry chain and the value chain, became an extremely important questionAfter our country joining WTO, the books publishing industry sped up the industrial production development. The industrial production request publication enterprise moves towards the market as soon as possible, joining WTO to mean the market opening and the admittance, its core question all is competes. The market competition has suspended inevitably in front of all publication enterprise.The Chinese publishing industry existing competition relaxes relatively, the competition still was not full, the high profession profit level was stimulating outside capital inflow. Looking from the tendency that, the publishing industry will be facing the new entrant and the substitute huge threat, the social capital and the foreign capital enters causes industry to compete the intensification, the publication enterprise competitor transforms, and the competition core will display with the foreign capital resistance, the publishing industry development will present big uncertainty.To takes the high grade outstanding books publication, to expand books release coverage, has become our country publishing industry a urgent duty in a comprehensive construction well-off society's new time. However, for many years our country average per person expense books situation has continued murkily.Along with the people living standard enhancement and the expense idea renewal, the books market demand changes unceasingly, the demand is diversification tendency. To analysis and to research reader, to grasp the reader's books demand of the production and the rule, to understand reader's purchase behavior and so on , has the great significance regarding the publication enterprise books marketing activity.This article has analyzed the Chinese books market mechanism and the supply and demand relations characteristic from many angles, in above foundation which grasps to the books market overall, has analyzed the books market present situation, the books supply and demand situation and the trend of development...