Chinese Children's Book Publishing Industry Development Research

As an important component of the book publishing industry,the development of children book publishing industry relations with the country's economic growth and the nation's hope. Since the reform and opening up, Chinese children book publishing industry get rapid development because of the party and the country concerned,it has become one of the main engines of growth in the book publishing industry.However,due to lack of experience,it is still in the initial stage, there are many problems and loopholes,we must analysis and find a solution.This paper takes children book publishing industry for a research subject, using the SCP theory of industrial economics to analysis the children book publishing industry in market structure, market conduct and market performance,giving reference opinions about promoting the rationalization of industrial organization and increasing the development capacity of children book publishing industry.ChapterⅠelaborates the relevant theories about children book publishing industry, this section includes four parts, that is the meaning of the publishing industry, the basic features of the publishing industry, the development process of the industrial organization, and the meaning of SCP paradigm.These theories provide a theoretical basis and support for this study.ChapterⅡanalysis the market structure of our children book publishing industry from the market concentration rate,the degree of product differentiation and the barriers to entry. At present, the market concentration rate is in a lower degree,Chinese children book publishing industry is in the atomic stage, there is no monopolistic competition; there are many books in the market, but it contains many duplicate books and following publishing books, that reducing the degree of product differentiation in a certain extent; at the same time,because of the government's strict access system, barriers to entry children book publishing industry is so high, however, intra-industry publishing business is very easy to enter the field of children book publishing, resulting in fierce internal competition.ChapterⅢanalysis the market conduct of our children book publishing industry. Act on price level,book prices have soared due to rising price of paper, the pursuit of luxury binding and other reasons, the price beyond the infrared range of consumer,at the same time,some best-selling book prices are within the acceptable of consumer; act on non-price level, publishing enterprises has to strengthen book brand building, book marketing plan and regional cooperation,there is a scene of prosperity in the market.ChapterⅣanalysis the market performance of our children book publishing industry. It has better economic effectiveness, the amount of growth in sales year after year, the proportion of sales amount also increased, but the children's book publishing industry's overall profits is influenced by the high return rate,the high rate of the first edition, and weakness in overseas markets; at the same time, the rich variety of books basically satisfied the children's reading needs, but the quality of children books is mixed, rural markets is not fully developed and other reasons, which influence social benefit.ChapterⅤoffers some suggestions about Chinese children book publishing industry based on the SCP analysis, these suggestions include of the macro and micro levels. The suggestions at the macro context have reforming the government's access system about the book publishing industry, promoting the publication of internal mechanisms for innovation, strengthening the library reading promotion activities,and formating children publishing group. The suggestions at the micro level have emphasising on quality books, balancing product mix, formulating a reasonable price, carrying out various marketing, strengthening original publication, and expanding overseas markets.