The Bottle Necks And Strategies Of Private Book Industry's Development

Private book industry emerged after China adopted the policy of reform and opening to the outside world. Two decade ago, China's private book industry was positioned as"the second channel,"but nowadays, it takes up 50 percent of the book industry. It is estimated that, by 2002, the number of private book stores in China had reached 78,000, which is more than five times of that of Xinhua book stores. And there were more than 400,000 employees working for those private book stores. In terms of Business Volume, except for Xinhua Bookstore's planned and monopoly publishing of textbooks, private book industry took up 50.13% of book publishing and 56.94% of the total sum in 2002, which overpasses that of state-run/country-own book stores. With two decade's development, China's private book industry has fostered lots of great enterprises and individuals which make great contribution to the country's cultural construction.Private book industry has its own characteristics/features, such as flexible system, quick market respond, clear property, single operating objective, small scale, poor management human resources etc. Private book industry plays an important role in enlarging and enriching the book publishing market, pushing forward the reform and development of the publishing industry, attracting and training a great group of talents in this field, and offering a great many of job opportunities.However, influenced and constrained by many factors, private book industry still has a long way to go in order to compete with the country-own book industry. And the main external factors are publishing system reform, that is, reform of publishing house systems and reform of Xinhua Bookstore's stocking system, and the rush-in/inflow of foreign investments. While the internal factors include drawbacks in the management mode and human resources structure, lack of financing channels and emphasis on brand building etc. Therefore, in the long term, private book industry has to make great efforts in horizontal integration and vertical development, and to carry out capital management, build up a modern enterprise management system and a rational talent introduction and motivation system, strengthen brand consciousness and make good use of associations in this field etc.