Research On Problems And Countermeasures Of Book Pricing In Publishing Enterprise

Since the implementation of the open policy, the publishing industry has made enormous headway and accomplished great achievement. In spite of this, it is also faced with numerous problems, such as high pricing and discounting in wholesale and retail, which have caused crises, which in turn have affected the circulation of books and resulted in difficulties for academic books to come out. The present thesis is a comprehensive analysis of the book pricing policy from historical, statistical, theoretical and pragmatic perspectives.The thesis starts with the development of the book pricing policies in the past decades and the pricing methods used by both Chinese and foreign book markets, the various elements that influence book pricing, the relationship between book pricing and cost, supply and demand, readership, type of publications, government policies, and political orientations and so on, and goes on to investigate the general rise of prices, the rise of ordinary books, and the pricing structure. The thesis concludes that, in spite of the fact that the general rise of book prices is within the reasonable bounds, the rise of the prices of ordinary books is unreasonably fast, which reflects that books that are fit for ordinary income are too low in proportion.Based on the analyses above and a comparative study of Chinese and foreign publishers , the thesis focuses on the problems that the defects of pricing, the issues brought about from the immature market, the lack of effective rules led by policy changes , which produced by the current pricing policy. It also suggests feasible measures of perfecting relevant policies on publishing, strengthening cost management, improving the price structure , subdividing market demand from micro and macro levels, which may be taken to solve these problems, so as to make for a healthy, stable and sustainable development of the publishing industry.