The Study Of Capital Market Of China's Publishing

China's books' publishing is undertaking a transforming period from "state-run institution managed as an enterprise" to an administrative enterprise. The problems that we are facing are publishing profits are above average only with the policy protection and oversupplies of buyer's market on the whole but companied by partial shortage. After entering WTO, with the transformation of competition focus from domestic capital to overseas capital we need to enforce capital management to establish exterior-oriented publishing in order to enhance our competition ability. People's cultural and educational needs have been increased; in contrast, there is still a large gap of book supply. According to the gist of the 16th class of Chinese Communist Party's Meeting, our journalism and publishing received a more flexible and open environment. In order to make a giant leap, it's no doubt the optimum choice to make a touch with capital market and start capital management.The dissertation takes Chengcheng Culture Company, which is the first listed enterprise hi China as a specific case. It analyzes that the combination of publishing and capital would definitely accelerate the expansion process of publishing market. At the same tune the new version of "The Trade Classification Index of Listed Companies " delivered by China Securities Regulatory Commission can show that China capital market has accepted publishing capital. Nowadays, some publishing houses have changed their idea and chose funds collection and circulation as a running way. Facing the capital market, it needs new concepts for our books publishing and transfer the traditional publishing concepts into the modern ones, such as capitalization of publishing elements, partial-management structure of the publishing system, digitalization of editing production, omni bearing development of profiting format and so on. In correspondence, it should take the ability of capital utilization as an essential part of the focus of publishing competition ability. The managing means should also be shifted from tangible assets management to intangible one. Besides the innovation ofthe concept, our books publishing should look carefully before leap.The dissertation digests all kinds of index of seven media listed companies to demonstrate that the execution of capital management is a total new task without any fixed format to follow. There're some matters to pay attention as capital is entering the publishing. The dissertation takes Hunan Press Group as an example to illustrate the differences between publishing and capital. Taking it into consideration, it needs to actively and stably push on securities collection and circulation for our publishing. Firstly to transform, then to go on market to collect and circulate assets; firstly to expand, then to go on market to collect and circulate assets.