The Macro-control Over The Book Number's Totals And The Development Of Chinese Book Industry

As an important measure of Chinese government's macro-management over the publishing industry, the macro-control policy of the book number totals, implemented from the year 1994 to now, has been playing a significant role in the process of the publishing industry's development. In terms of its historical influence, the macro-control over the book number's totals has had certain positive effect on the development of Chinese book industry. But, with the book industry further advancement, especially when the system-changing process of the publishing industry speeds up, the limitation of the macro-control over the book number's totals is becoming more and more prominent, nor is its negative effect on Chinese book industry. This paper has systematically analyzed and assessed the policy of the macro-control over the book number's totals, which is of importance to the healthy and stable development of Chinese book industry.To begin with the analysis of the book-number's meaning and the brief introduction of the developing course of the policy of the macro-control over the book number's totals, this paper considers that the macro-control over the book number's totals had played an active role on some respects including suppressing the reckless growth of book quantity, optimizing the structure of books publication and normalizing the management of book market. Then, by using certain correlative industrial economics theories, from three aspects of book market structure, market pricing conduct and the market performance, this paper systematically has analyzed the unfavorable effect of the macro-control over the book number's totals on book publication, and believed that the macro-control over the book number's totals had lessened the book industry market concentration, reduced the book market of product differentiation, heightened the entry and exit barriers of book market, raised the price of book market, reduced the book publishing resources allocation efficiency and effected the effective supply of the book market, on the basis of which, this paper points out that the macro-control over the book number's totals has an adverse impact on the development of Chinese book industry. In addition, on the foundation of the SCP analysis, through the further study on the passive effect on the comprehensive system-change of the publishing industry caused by the macro-control over the book number's totals, this paper considers that multi-market-relations and two ways of resources allocation brought by the macro-control over the book number's totals has hindered the advancement of system-change of the publishing industry, and weakened the effect of the system-change.On the basis of the above study, this paper has proposed the viewpoint that the macro-control over the book number's totals should be released gradually, and has made a detailed design for the way of releasing the macro-control over the book number's totals. Finally, this paper put forward some policy suggestions that how the publishing house and the government should act after the release of the macro-control over the book number's totals.