| An overall reform of Chinese cultural system started In 2003, in which reform of the book publishing industry (the BPI) became a pilot and then rapidly and officially implemented across the country. With gradual deepening of the reform over the past ten years, the BPI has been developing rapidly and a great change has taken place in the industry ecology. For example, conglomeration of the industry has begun to take shape, operating mechanism of the publishing house has generally been enterprized, administrative restructuring of "separating the government from institutions" and "separating the government from enterprises" has made progress, development of media technology has promoted transformation and upgrade of the traditional book publishing, fresh business operation based on digital publishing is developing rapidly, and innovation capability of the BPI in mechanism, technology and product has been constantly improved.Compared with the BPI in other provinces around China, the BPI in the Xinjiang Uygur Autonomous Region is presently characterized by unitary system, rigid mechanism, low efficiency in dissemination, insufficient ecological vitality and prominent bottleneck of survival. With rapid development of the BPI and the demands of Xinjiang's social development, it is urgent for the BPI in Xinjiang to deal with the crisis and solve the problems so as to adapt to the social environment and to meet diverse needs of readers from all ethnic groups in Xinjiang, hence improving capability of its survival and development.The dissertation, based on the theory of media ecology, explores survival and development of the Xinjiang's BPI. The author takes social conditions such as politics, economy, culture and technology as external environmental factors and interprets their influence on survival and development of Xinjiang's book publishing population. Meanwhile, the author takes organization mechanism, human resources, management mode and business strategy as internal environmental factors and discusses their influence on Xinjiang's book publishing organism and its ecosystem food chain of population construction.By investigating external and internal environmental factors, the author intends to explore a fresh approach of transformation and development for Xinjiang's BPI by raveling out resources of its ecological system so as to, in light of the law of survival and development of media ecology system, find out the root cause of its crisis and then put forward optimization strategy of resource supply from external environment and development strategy of ecological niche construction from internal environment so that the ecological system of Xinjiang's BPI develops in balance.The dissertation has six parts. The introduction presents the research background and significance, literature review and research approaches. The body part contains five chapters which focus on analysis of the present crisis and put forward development strategies by overviewing external and internal environments of the ecosystem of Xinjiang's BPI.The first chapter reviews the development history of Xinjiang's BPI and summarizes the features of population survival. The development of Xinjiang's BPI covers three stages which correspond to the ecological development of China's BPI and Xinjiang's social, economic and cultural development process:construction from 1950 to1977, reform of internal mechanism from 1978 to 2005, transformation and development from 2006 upto now. The existence of Xinjiang's book publishing population is characterized by diversification and anti-popularization of disseminating symbols, "large dispersion and small aggregation" of population distribution, internalized publishing population of minority nationality script and externalized publishing population of Han nationality script in terms of existence mode.The second chapter is to clarify external environmental resources. The author asserts that the key resources influencing survival of Xinjiang's BPI are its politics, economy, culture and technology. By exploring the close relationship between the supply of key resources from external environment such as funds, readers and content of books and the ecosystem of Xinjiang's BPI, the dissertation reveals the fact that Xinjiang is facing stern political ecology, unbalanced economic and cultural ecology as well as backward technological ecology.The third chapter is to sort out internal environmental resources. By discussing system and mechanism, human resources, operational characteristics and strategic development direction of Xinjiang's book publishing houses, the author points out that the internal ecological environment of Xinjiang's BPI are characterized by unitary system, high dependence on government policy, allocation of internal resources flowing from mass-oriented book market to two leading businesses of textbooks and teaching materials, and procurement projects aimed at public welfare.The fourth chapter examines the ecological crisis. Due to surge of the policy factor in the key resources, it is difficult for ecological factors such as culture, science and technology to play their effective roles, which results in unbalanced supply of ecosystem resources and constrains marketization of Xinjiang's BPI. In addition, unified resource of the food chain under unitary system leads to its dislocation and closed loop so that readers' ecological niche of book publishing of minority nationality script is insufficiently constructed, that of book publishing of Han nationality script is replaced, ecological niche of readers'psychology of book publishing aimed at public welfare is ineffectively constructed, self-survival capability of Xinjiang's BPI and competitiveness of book market are low.In the fifth chapter, the strategy of optimization and development are put forward. The author, based on the theory of media ecology, proposes optimization strategy of external environment:to establish dynamically balanced supply mechanism of policy resource which "separates the government from institutions" ant to supervise and assess the implementation of publication projects aimed at public welfare; to implement classified transformation into enterprises, to reconstruct publishing population aimed at public welfare and business management; to improve market's competence of resource allocation, to cultivate publishing industry cluster of minority nationality script. The author also puts forward development strategy of internal environment:to implement differentiated ecological niche of book content, to produce book brands unique to Xinjiang, to promote digitalized upgrade and transformation of the traditional book publishing, to build an internet-based platform to precisely meet demands of readers from all ethnic groups of Xinjiang, to form core competitiveness by constructing ecological niche of readers.Promoted by media technology, the ecology of the book publishing is to be full of vitality, with innovation in content production and management mode coming thick and fast, market boundary being gradually expanded and competition being increasingly intensified. Through constructing readers'ecological niche by entering book market, a development path that conforms to the BPI and adapts to social, economic and cultural ecology of Xinjiang are explored so that the ecosystem of Xinjiang's BPI can maintain a dynamic, balanced and harmonious relationship of material and energy exchange with social environment in the process of transformation and a regional book publishing population with distinct features and competitive advantage is established. |
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