Research On Circulating Channel And Marketing Pattern Of The Countryside Books

20 years of reform and opening up, China's publishing industry has been considerable development. Publishing accumulation is more rich and generous, and the publishing strength has increased markedly. Publications shortage situation has been significantly changed toward prosperity. Publications market has been obviously a shift from a seller's market to a buyer's market. Book production, marketing models and the circulation channels of books, as well as the reader's concept are undergoing profound changes.Through the reform and development for many years, the fundamental transition has taken place in the market mechanism of books in our rural areas. The enacting and implementation of macroscopically policy, about building up the well-off society especially in rural areas, have injected new vigor into the market of rural books. The appearance of many kinds of management modes has created a good prospect for the development of rural books market. The diversification of the circulation of the books has brought the prosperity and developed for the books markets in some areas too. However, to build the market of rural books which face the agriculture, countryside and farmer is difficult in quite a few of areas all the time.In the current, there are some main difficulties in the process of building book market in rural areas. One is that the government put more emphases on the city market than on the rural market. The books market development in partial local countryside was at slow or the stationary state. Two is that the books consumption quantity even appears the drop. Three, the situation to buy some books in some local countryside is still to be extremely prominent. Four is that there are more less books for the countryside inhabitants to understand, to use and to afford. This situation is worth thoroughly pondering for our government, which provides full catering service for hundred million farmers.This research specially stressed that, to develop the countryside books circulation channel, the marketing pattern analysis and the exploration, is helpful for all levels of governments to understand the demand of farmer readers, which grows day by day and to clear about own management function and construction function. Through the research about the book expense characteristic to the farmer reader, it is helpful to enhance the book concern's management idea, the marketing way and the management method as well as production cost reducing. Moreover, this paper also introduced in three typical book concerns, which have good service, management in the right way, and social efficiency and economic efficiency double abundant harvest.