| Cultural market system is an organism consisting of various kinds of cultural sub-markets which connected with each other, publication market system being an important part of the modern cultural market system. Without the complete publishing market system, the comprehensive modern cultural market system becomes the conduct of beating the dead horse. The complete publication is made up of the four parts which is mutually connected and supported with each other, that is, publishing factor market?publishing product system?publishing circulation?the publishing industry organizations and intermediaries. None is dispensable. Aiming at serving for the publishing market trades, the publishing intermediaries are of great significance to the reasonable allocation of publishing resources?the scientific adjustment of publishing production?and vigorous promotion for publishing consumption and broad participation of international cooperation, thus facilitating the development of cultural industry. Not being the direct element for the production of publishing industry, the industry organizations and intermediaries didn't get the attention of the related departments.With the trend of becoming enterprise, the supply-demand relationship has changed obviously, from the seller's market to buyer's market. Therefore, the elements of publishing production are determined by the market. This change asks for the industry organizations and intermediaries's conduct of coordinating and accelerating the proper movements of publishing resources, thus adding the fairness and legality to the publishing market. The developmental level of publishing intermediaries has become the important indicator of the publishing market's prosperity. Therefore, since reform and opening up,especially Sixteenth CPC National Congress, The Party Central Committee and the State Council have paid high attention to the construction of the modern cultural market system, meanwhile, every region and every department make active exploration for the construction of modern cultural market system; The general administration of press and publication puts forward--Improve the publishing intermediary and facilitate the marketization degree of the press and publishing products and services. However, comparing with the development requirements of Chinese publishing market, the construction level-development standard and service of Chinese publishing intermediary cannot completely satisfy the prosperity of cultural industry and the development of publishing industry. So does the level of intermediary service. Therefore, comprehensive research for the development of publishing intermediary is of great significance to the publishing theory and practice.Basing on the related documents of the general administration of press and publication which mainly emphasizes the development of four kinds of publishing intermediaries, we did a literature survey and field investigation. Analyzing publishing according to the results of the survey,we can see that, the publishing intermediaries are not fully developed in practice; comparing with the development of the western countries and Chinese publishing industry, the maturity of the publishing intermediaries'going forward are more slowly. In the theoretical research of the publishing intermediary, there are less scholars who has systematically research for the the publishing intermediary. So the writer thinks the research of publishing intermediaries development are as follows:optimizing the the management system and development pattern, service platform construction and the development insurance system of publishing intermediaries. Systematic and comprehensive research is needed.Firstly, as for the theoretical base of the publishing intermediary development, social division of labor theory?information asymmetry theory,transaction costs theory,and the modern cultural market system theory are the precise of the construction and development of it. What's more, development of China's publishing intermediary has strong policy basis, that is, the "Build a unified open modern cultural market system with orderly competition, will complete the modern cultural market system" put forward by "central committee of the communist party of China to further the reform of cultural system to promote great development of socialist culture prosperity to several major issues" in the The sixth plenary session of the17th party;"Deepening reform of the publishing system implementation plan of The general administration of press and publication" which is released in2006and "reform direction On promoting news publishing system further "published in2009.All of them give us the requirement details.Secondly, in the development process of the Chinese publishing intermediary, the management system is not complete because of the custom and publishing system. The indications are as follows:being lack in the legal management for the publishing intermediary?the severe of the Administrative functions'overlap, the dissatisfying effect of the self-discipline management because of the industry association's function not being independent and the construction of industry associations being ignored. Therefore, based on the status quo above, reconstructing and optimizing the publishing intermediary management system by referring to the successful experience from inland an abroad becomes one of the key points for the development of publishing.Thirdly, the premise of unified management for publishing intermediary in our country are the reasonable division and centralized management by specified departments. The formulation conforms to the national conditions of our country,for the four types of intermediary institutions focusing on management, development and research, and publishing intermediary services of other forms put forward by "Deepening reform of the publishing system implementation plan of The general administration of press and publication" and "Reform direction on promoting news publishing system further", that is, published brokerage and agency, conference and exhibition, publishing appraisal and evaluation, the publishing information consulting service have a better development in our country, then form a relatively stable business model. However, compared with the international publishing agency, there is still a long way for developing countries to go, in the development process of China's publishing agency, we can fully absorb the successful experience of other countries, combine with our own things, and then optimize the development mode of our country's publishing agency. Fourthly, reasonable movement of publishing production resources and the apparent information are the precise and guarantee of the benign operation. Construction of publishing intermediary service platform can not only satisfy both sides of Market supply's and demand's need, but also become the support system serving for the publishing production, and the Published intermediary services' window opening to the consumers. The Published intermediary services based on the reasonable principles have the follow functions, that is, information communication, resource integration, develop intermediary market and demonstration function.Use the developing modern computer technology to build open Publishing information intermediary service platform system basing on Web Service, and solve the complicated problems facing the applications of the Internet.This will contribute to solving the present problem of our country--ata acquisition in the distributed heterogeneous information system,and it's a way of construction for publishing intermediary which is worthy to be promoted.Fifthly, reasonable perfect publishing development insurance mechanism can from the multi-dimensionally improve the service efficiency of publishing agency. Environmental protection mechanism, Dynamic security mechanism, credit guarantee mechanism, talent guarantee mechanism and so on are interdependent and influent each other, thus forming a whole to guarantee the healthy development of China's publishing agency. |
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