The Research Of Current Situation,Problems And Countermeasures Of Publishing Calendar Books In China

After the traditional calendar was gradually eliminated by the electronic calendar,the combination of functional calendar and cultural creativity has opened up a new trend in the publication of calendar books.Since 2012,the scale of the publication of the calendar book has been continuously expanded.By the beginning of November 2017,the national publishing units had submitted nearly 165 kinds of calendar books.From the perspective of macro social environment,developing the socialist culture requires firm cultural self-confidence.The report of 19 th CPC National Congress pointed out that “telling Chinese stories well”,which put forward the future development direction for the publishing industry.As a high-quality carrier of traditional culture,the calendar book plays an important role in spreading Chinese traditional culture and displaying cultural soft power.At the same time,the state calls for the vigorous development of cultural and creative industries.The calendar book,as a representative of the integration of cultural and creative products and publications,embodies “ culture plus creativity” concept.At present,the publication of the calendar book is still in an upward stage of development,but whether it can gain a firm foothold in the huge publishing market in the future is still unknown now.By the means of studying the current situation of the publication of the calendar book,we can find out its existing problems and put forward countermeasures as soon as possible,make a “preventive injection” for the publication of the calendar book,so as to keep it as vigorous as possible.Starting from the background and current situation of the calendar book publishing,this paper analyzes the background of the rise of the calendar book from the political,economic and cultural aspects,and summarizes the current market size and sales status of the calendar book.Then we adopt the method of questionnaire survey to investigate the purchase situation and demand of readers for the calendar book and carry out a detailed analysis on the characteristics,purchase behavior and purchase needs of readers for the calendar book.At the same time,this paper also make a systematic analysis on the content characteristics and design features of expression forms of the current calendar book,and studies the problems existing in the calendar book publishing,including the homogenization of competing products,the large investment in variety development,and single marketing channels dominated by e-commerce,etc.According to the background,the current situation of the market,readers' demands,the characteristics of the publications and the existing problems of the calendar book publishing,and drawing lessons from successful publishing experiences in the market,this article puts forward four publishing strategies for the publication of the calendar book including the diversity customization,element integration,quality route and brand operation.The publishing countermeasures proposed in this thesis have some reference value for the development of the calendar book publishing in China.