Book Industry Returns Management Research

The problem of returned books has been an uncured illness for the global publishing. The average ratio of the returns has surpassed 30% in America, Japan, Britain and Canada. The average ratio in China is still over 10%. Many countries are taking various measures to control the returns.Due to the bad effect of returned books on the whole line, we must realize the strategic meaning of it. Based on the theories of Five Common Competition and Product Life Circle, the article draws the conclusion that the returns is an important factor in effecting the strategic decision of an enterprise. It is one of the risks for the enterprise's management and affects all aspects in the enterprise's value series. Therefore the reasons for returned books include, 1.the problems of product, operation and promotion in press. 2. The problems of staff, technological skills and process in inter-companies. 3. The problems of sales areas in retail bookstores, responsibilities of bookstore staff and the management ideal and operation process. Through the understanding of reasons for returns, we can have a new realization to the signification of the refund of books. The research shows it is most beneficial for strengthening the enterprise's competition by controlling the ration of the returns. Meanwhile the returns has been important information resources for the enterprise's decision, which can direct the amendment of enterprise's strategy and design trend of production and marketing sales strategy. The returns is also one of the ways to raise marketing ratio. In addition, the index of withdrawing books is also the important standard on enterprise's operation and product's quality. Based on these reasons, we must redesign the withdrawing process of publishing and the process dealing of withdrawing. With the help of theory "Management of Supplying Series" and "Restructure of Enterprise Flow Process", the article lists the design, 1. an ideal mode of supplying chain in the whole publishing industry; 2. a recreation mode of analyzing and dealing with the new withdrawing books.Through a series of analysis and research, the article proposes the realization of beneficial use of withdrawing which can improve the marketing competition ability. It also proposes the new management mode for the withdrawing line and the dealing and analyzing mode in enterprise. I wish the high ratio withdrawing problems can be solved in some extent and can be emphasized in the line of withdrawing and can effect the enterprise's operation.