Study On Publishing Industrialization Of Popular Science Periodicals

Popular science periodicals are gradually increasing in the open market system, as our country is making the historical adjustment from a planning economy system to socialist market economy system. Administrators and publishers of the publishing industry are faced with a new challenge: how to improve the marketability and industrialization of popular science periodicals from the pre-production, production to post-production stages.After some studies on researches of industrialization of periodical publishing around world, the general points and their deficiencies are summarized. Based on this, some analyses on current status of popular science periodical publishing industry in China are made according to the survey data on this industry. This paper studies the popular science periodical industry from the market structure, industry characteristics, social functionality, external influence, and the profitability, based on the theories of Industrial Economy, Marketing, Publishing and management theories. The competition in the popular science periodical publishers is discussed with the model of Michael Porter's Competition Analysis Theory. This paper details on the five competitive forces in the development of popular science periodical. They are the competition between the existing popular science periodical publications, the threat of new comers, the threat of being replaced, the negative power of the suppliers, and that of the potential buyers. After analysing the key factors affecting the industrialization of popular science periodicals during the pre-production, production, and post-production stages, this paper put forwards the resource planning method, publication model, and marketing strategy that impel the industrialization of popular science periodicals. This paper also studies typical cases of popular science periodical branding and group operation.This study provides the basis for policy making that the publication management authorities can make for development of popular science periodicals. It has value of refrence to the publishers of popular science periodicals in the process of for the industrialization.