Private Publishing Companies, Market Innovation

Encountering great challenges from overseas publishing giants who gradually enter Chinese publishing market, it's time for Chinese publishers to seek profound transformation. Lu Kingbo, the General Manager of Rongshuxia Culture and Information Consultancy, Ltd., is regarded as a maverick publisher in Chinese publishing industry for his bold commercial operations. This dissertation is aimed to analyze reasons behind his successes, to point out the potential problems in the company's future development, and to give some practical resolutions. Hopefully this case study could enlighten other Chinese private publishing corporations as well as state-owned publishing houses in terms of commercial operation and marketing innovation.