A Tentative Discussion On The Status Quo, Dilemma And CorrespondingEmergency Strategy Of Education Publishing Houses In Our Country

Owing to division of labor based on specialization known to all which was caused by traditional system of planned economy, the Education Press, mainly publishing teaching material and teaching guidance material, students' out-of-class reading material and books on educational theories, enjoyed exceptional advantages, and naturally abounded in publishing resources. Due to planned economy, the Education Press had looser and more comfortable development opportunity than other presses: it was not only at the top of the list in books' publication varieties, issue prices and profits, even held a safe lead, but also enjoyed various liberal welfare benefits. Under the favorable climatic, geographical and human conditions, every Education Press completed and basically completed primitive accumulation of capital, and became main forces among the press of our country.However, new century's "order of lightening burden on students" dealt a direct blow at the Education Press: the varieties of teaching books were adjusted and cut down by big percentages, many former planned-published teaching guidance material or was cancelled from "plans of publication or decreased in the impression, so the amount of books' distribution was an all-time low. Because of "lightening burden on students", operating profits of the Education Press had made remarkable fall. And the followed "order of limiting prices" from the departments concerned remarkably cut down profits space of teaching material, so there are not much profits in publishing teaching material. Moreover, new courses' standards of elementary education, issued by. Ministry of Education in 2001, "added to the misfortunes of the Education Press, which is already unfortunate"; it indeed sustained an unprecedented shock, because it is confronted with three challenges of "lightening burden on students, limiting prices and competitive bidding". Followed by the three challenges, there are three consequences: the first, profits of the Education Press will make remarkable fall; the second, the competition between themselves will be very fierce; the last, the competition will lead to a sharp increase in publishing costs and a new distribution of the profits. The Education Press has lost the advantage of mainly managing teaching material, so it is faced with unprecedented living crisis.Under this situation, where should the Education Presses develop to ? How can they face the increasingly intense competition of books market? In this paper, I discussthe present situation, the difficult position and the emergency tactics of the Education Presses. The first part, the former glory. I look back on the former development of the Education Presses. The protection of the planned economy made the education presses develop fast in the monopoly situation. They became the leading sheep of the presses according to their specialized division of labor. The particularity of existence situation led to lots of hidden trouble and dilemmaThe second part, the present situation. With the issue of series of national policies, the Education Presses lost the protection of policy, and faced three challenges of decreasing burden, decreasing price and competitive entry bids. It reveals the day of the Education Presses under the protection is gone. The third part, the intense competition. The repay of big profit of the education and guidance books makes the competition of the market price more and more intense. The Education Presses face lots of pressure and difficult position. Owe to this intense competition, the Education Presses is under the severe existence situation.The fourth part, the calm thought. Facing the decreasing burden and competitive entering bids, the Education Presses need to consider the situation and grasp the chance. They should seek the business chance from the quality education and the adult education. They should also spread the space of books publication from the network publication and external communication. The fifth part, the strong superiority. I analyze the developm...