Research On Competitive Power In Chinese Publishing Industry

Publishing is the central part of cultural industry. It has twofold nature of culture and economy as cultural industry. It has a great weight of accumulating culture and transmitting civilization, and as an essential part of national economy, it shoulders the mission of creating values, accumulating wealth and increasing employment and therefore plays a very important part in the development of economy and society. After twenty-year reform and opening-up, our national publishing industry has been increasing rapidly, meanwhile it also faces many challenges: the over-pouring of foreign funds, the existing pain resulted from reform of system, the change of people's reading habits due to the fast development of science and technology and the attack from other popular media and so on. How can our publishing industry cope with competitive pressure from all sides? How can it improve its own competitive power? And how can it realize its turn from the big country of publishing to strong one? These are the painstaking historical missions in front of us.On the basis of providing an overview of research background and its significance, this subject generalizes and sums up the connotation and characteristics of publishing industry and competitive power in this field. It clearly defines the major concepts concerned and elaborates the theoretic basis of competitive power of publishing. It comprehensively applies the theories and methodology of economics and administration to analyze the present situation in our national publishing industry and comes to a conclusion that our national publishing is on the whole undeveloped, which brings about the problem of competitive power in this industry. Benefiting from the research from IMD and scholars, such as Jin Pei and Qi Shuyu, this subject chooses proper evaluation criteria and uses Deng Qulong's theory, grey system constructing the assessment model, to measure and evaluate the competitive power of the publishing industry in our country. As a result, our competitive power is in a weak position. After analysis of the restraining factors in the competitive power, it can be concluded that the major reasons why our competitive power is inferior are as following, lack of professionals , of the ability of research and development and of infrastructural facilities, the weak ability in the operation and management of the enterprises , the lower development in the concerned industry ,such as education and information, the insufficient support from the government, the need of further rationalizing and bettering in system and mechanism, etc. In addition, it is also connected with other factors, for example, weak economic foundation, low per capital incomes, the inferior competitive power in the export of copyright of books, limited ability of expanding the international markets. Based on the previous analysis, it comes up with several strategies and suggestions to enhance the competitive power in our national publishing industry.