Research On The Transformation Ways Of Publishers In The View Of Institutional New Institutional Economics

The publishing transformation of China is not only an important part of national culture development strategy but also a significant driving force for promoting vigorous development and prosperity of Chinese culture. The transformation of publishers to enterprises has basically ended and is going to be the post period of transformation.Lack of internal motivation and external conditions, the progress, dynamics and effects of transformation are different. Many publishers have just finished pro forma transformation and not totally solved structural and mechanistic problems. The systematic obstacles still exist and the ways for further transformation and development should be explored in the post period of transformation.The new institutional economics is the theoretic support of publishing transformation. Its nature is to reduce transaction costs and increase industrial efficiency. As the branch of economics, the new institutional economics has research on the individuals, institutions and economic activities and also the relations among the three. Especially it is effective to analyze the relations among individuals, institutions and economic activities with the view of system innovation and transformation. The change from publisher to enterprise is change of relations among individuals, institutions and economic activities.In order to probe in depth the relations among individuals, institutions and economic activities, the writer choose the four key theoretic branches of transformation to analyze the nature and force of the transformation and to give the theoretic support for the ways of post period of transformation. Transaction cost theory is one of the cores and theoretic basics of institutional economics and it is the basic to analyze. The theory of property is important to the core of transformation - resource allocation. The theory of the firm has focus on organization efficiency and it is helpful to analyze the economic reasons for influencing organization efficiency. The institutional theory is helpful to realize the publishing system innovation and changes and the validity of transformation.The paper is concerned with the transaction cost which is the most important and fundamental analytical tool of the new institutional economics. Moreover, it analyzes the problem of post period of transformation that is blind, passive and halfway transformation. The fundamental reason is unreasonable relations among the individuals, institutions and economic activities of the old system. It point out the nature of the transformation is the change from social organizations to economic organizations, building new publishing institutional framework, institutional innovation, publishing resources allocation, publishing innovation arrangement of property institution.The paper is going to find out the economic influencing factors through theoretical and illustrational analysis in the transformation, and deduce the trends and ways of the post period of transformation and the methods to solve problems. Meanwhile, it analyzes the effective ways and feasibilities of property institution innovation arrangement in the existing policies.