Exploring On POD Development Pattern In Chinese Publishing Industry

Publishing on demand (POD) represents a new way of publishing and new idea of publishing. Based on advantages of digital print, on the one hand, POD can solve current problems of Chinese publishing industry including a great deal of book storages of publishing houses and the high rate of return goods. On the other hand, POD can supply small groups of readers with some special kinds of books that could not be published in the past because of small profits. Thus, POD will conduce not only to promoting scholarly communication, but also to people's culture requirements. Therefore, through operation of POD both economic benefits and social benefits can be achieved, which means POD has a good market prospect. Many large foreign media groups have invested funds and equipments to carry out POD and developed comparative mature business pattern. However, due to different national systems, several publishing companies of China launching such operations, have not made great progresses like these abroad. Therefore, study on unfavorable factors and reasonable development mode that POD has involved has been of great significance to development of the whole publishing industry in china. Through comparison on the present situation of publishing on demand in china and abroad, the author wants to explore the related factors of publishing on demand including publishing legal system, marketing strategy of publishing house, economic strength of publishing house, the level of digital publishing technology and the marketing system of publishing industry. On the basis of deep analysis, the author put forward that the development of POD in china must depend on taking the real situation of china and the compatible industry policy into account. With the effective protection of copyright as the base, a whole scientific effective publishing industry chain, which is made up of publishing houses, distributing institutes, digital printing services and logistics companies must be constructed. Surely, these partners can benefit from each other through modern e-business during the course of developing POD in china. As a result, the new business model of POD of Chinese publishing industry will be founded.