The Research On The Book Publishing Industry In Jilin Province

In recent years, along with economic and social development and the improvement of living standards, there has been increasing emphasis on the spiritual and cultural products of the consumer, so that the cultural industry has been more concerned. Book publishing industry is a branch of the culture industry, and it has all the characteristics of the culture industry. It is a kind of sunrise industry which takes creative ideas as a starting point and has less resource consumption. The book publishing industry of Jilin province in recent years has rapidly developed, marketlization has been continuously strengthened and grouplization reformation has also made great success. Book publishing industry is a key industry which is related to the people's spiritual and cultural life, it also has a good development and market prospects, therefore,Jilin Province has taken publishing industry as a key support industry and increased investment , hoping to enlarge and strengthen it. In this paper, the present condition of Jilin province's publishing industry is comprehensively analyzed from many aspects. The advantages of publishing industry's development in Jilin Province and its issues which should be paid attention to are also discussed, in order to arrive at an objective positioning, and give some help for the further development of Jilin book publishing industry.This paper is divided into four parts.The first part introduces the definition of book publishing industry, and gives a clear object of study. Firstly, concept of publishing is discussed, and then the definitions of the industry and the publishing industry are introduced. The publishing industry and the publishing enterprise are particularly distinguished. Secondly, some theoretical knowledge which will be applied to analysis, the theory of industrial organization, economies of scale theory, and SWOT analysis method are also introduced in this part.The second part analyzes the book publishing industry of the province in the development of the present condition which is mainly based on the specific data. first of all is the analysis of the total amount, through the types of books printed from 1997 to 2006 , the development of Jilin Province in this year is summarized and showed that the types of books have a rising trend, while the number of total prints appears irregular movements. Then has an analysis of the situation of Jilin province in nationwide , according to the data in 2006 on the types of books in Jilin Province, the total amount of printed and pricing of the country's proportion. Next is the analysis of industrial organization. Market Concentration Rate is mainly used to introduce monopolies and competition respectively by calculating the market concentration level of the province and domestic. Now Market Concentration Rate level to a certain extent has been at a relatively high position after the reform of the Group. While the domestic Market Concentration Rate level remains relatively low, and is far from attaining the level of market maturity in developed western countries. It is believed in this paper that China's publishing industry market structure is lying between the monopoly competition and oligopoly monopoly. And the Market Concentration Rate is going to be better towards oligopoly monopoly market structure. Then product structure is analyzed. The situation of Jilin Province and China's domestic situation are separately introduced. It pointed that the books about culture, scientific education and literature and art had more advantages. It also pointed out that the domestic product structure has a convergence phenomenon, and made a focus on development to promote Jilin brand strategy.The third part is about the situation of Publishing Grouplization of Jilin Province. First introduces the definition of Publishing Group and its relational concept, as well as some effects brought by publishing group such as producing economies of scale, producing synergies of management, and technology in the spillover of the internal group. Then it introduces the process of the international level, our country as well as the building of Publishing Group in Jilin Province. At the same time, some results are brought by grouplization: defined the structure of property rights, and played a role in economies of scale. Finally, the evaluation of the grouplization development is given. For Jilin Publishing Group, it is necessary to strengthen its capacity, and to find ways of cross-region development to achieve horizontal expansion. Then actively to seek international cooperation so that products are sold abroad. It is also necessary to introduce international advanced technology and management experiences from elsewhere, so that the Group can quickly and stable develop.The fourth part of this paper has a SWOT analysis of the book publishing industry in Jilin Province. The comparative advantages of Jilin Province are: with a strong cultural atmosphere and reasonable industrial layout, rich in natural resources. Disadvantages are: small market space, low level of technology, insufficient use of new technology, lack of books derivative products, and unitary industry financing way. Development opportunities are: the policy of supporting the revitalization of northeast China's old industrial bases, the opportunities brought about by joining the WTO, rapid economic development, enormous potential development. But threats are: the competition from domestic, the international markets of large enterprise groups'entering and the serious piracy problem. SWOT analysis which is the management method show a more comprehensive position for book publishing industry in Jilin Province. Finally, according to the analysis and evaluation of the book publishing industry in Jilin Province, some countermeasures are put forward for its further development. In recent years, with the deepening of the market-oriented reforms, the book publishing industry in Jilin Province has made some improvement at different levels in various fields. Such as the increase of market concentration, more reasonable product structure, more clearly the relationship between ownership. And the type of publication and sales of books also have all year growth. After grouplization reformation, China's domestic market concentration has been a lot of upgrading,so that our book industry towards the direction of oligarch monopoly. And the competition will become more intense. In such circumstances, in order to promote the development of book publishing industry in Jilin Province faster and better, we should further improve the publishing industry chain. Economies of scale should play a role rely on Publishing Group. Have a further integration of resources to achieve the development of cross-region and cross-media. Speed up the training of qualified person, strengthen the brand building of the publishing industry, and expand financing channels.With the development of economic, spending on the book publishing industry for consumer will be gradually increased, and the marketlization of the entire book publishing industry will be further deepened. As a result, the book publishing industry of Jilin Province should seize the opportunity, strengthen the building of comprehensive strength, nurturing a competitive brand so as to create more economic and social value.