Research On Book Stocking Problem In Guangdong Publishing Industry

After opening to the outside world, the publishing industry in Guangdong province has made big progress after more than twenty years of exploration and practice. The publishing industry is expanding continuously and the profits are increasing gradually. Now the publishing has become one of the supporting industries for Guangdong economic development.Though we are very successful, there is still a problem which makes people in this industry worry deeply, which is the long-run high stocking. This is a problem that the publishing houses have tried to solve long time ago and now has become an obstacle in the way of publishing development. This essay focuses on the research of the stocking problems and relevant resolutions. The author takes publishing houses in Guangdong as the subject for investigation, analyzes the increasing book stocking from both outside and inside factors, through the analysis of the types of resolution that the publishing houses use to solve the problem, borrows the successful practice that foreign countries use to prevent book stocking and offers some suggestions based on the academic knowledge of management science, managerial economics and marketing science. The research results are positive in reality for the publishing houses in Guangdong to prevent potential new book stocking and clear up the existing book stocking. The research results can also be used stock for most of large or medium-sized publishing houses in China to prevent and control the book stocking.This essay is divided into six parts.Part One: Introduction. This part brings out the publishing problems, presents the literature summary and briefs on the key research contents and methods of this essay.Part Two: Based on the results of the research on Guangdong book market and publishing houses, this part analyzes the reasons of book stocking from bothinside and outside factors.Part Three: This part concludes the types of solutions that some publishinghouses use to solve stocking problems, and analyzes advantages anddisadvantages of the various types of solutions.Part Four: This part introduces the successful experiences in preventing andclearing up book stocking in the main publishing countries of the U.S, Germanand Japan.Part Five: Based on the analysis in the former parts of the essay and integrated with the characteristics and existing conditions of Guangdong publishing industry, this part offers the methods and advices in solving book stocking problem of Guangdong publishing industry by using the academic knowledge of management science and marketing science and borrowing advanced experiences from abroad.The conclusion of this essay is that the book stocking problems in Guangdong publishing industry come from both inside and outside factors. The inside factors which make stocking increasing include: The publishing houses are not clearly positioned and are blind in the marketing. The book pricing and printing numbers lack of scientificaalness. The publishing houses are weak in marketing sense. The connection between production and safes break up. There is no effective coordination between production and sales. The publishing houses are weak in sales and their sales promotion is out of date. The publishing houses are easily satisfied with little success and have no sense of future crisis.The outside factors include: The publishing houses are influenced by the system change of publishing industry.