The Competitive Structure Of The Book Publishing Industry And Competitive Trends

Currently, the Chinese book publishing industry is entering a period of slow growth, lacking of industry growth, the competition is stiff, therefore, on the future direction of the publishing industry needs to be re-thinking. In this paper, the question is:in a knowledge-based economy and new technological conditions, how the Chinese book publishing industry in the development of new industrial chain and value chain, comprehensive market-oriented, for various groups of customers and readers of diverse needs, to continuously enhance content creation capabilities, developing digital publication energetically, promoting the traditional publishing transition to the digital publishing industry. Construct and constantly restructure to consolidate the new competitive advantage to ensure that its own long-term survival and growth, thereby promoting the book publishing industry in China healthy and sustainable and steady develop.To this end, this article applies strategic management, industrial cluster, industry chain and value chain theory and analysis tools, on the China book publishing industry for the empirical analysis. Through the various data of Chinese book publishing industry in recent years and a variety of competitive forces with historical, structural analysis, summarized for the impact to the entire industry healthy and sustainable and stable development of the main issues, explore the crux of the problem. At the same time, analyzing the Chinese book publishing industry competition structure and competitive trends, and discussing from the industrial economics, exploring a developing country like China, the book publishing industry which is also very lacking of marketing degree, competitive strategy of market competitors whose path is how to form, and how reasonable the path choose, what's the problem and how to resolve these issues, on this basis, from the enterprises, carried out empirical analysis by accelerating digital publishing to achieve the publishing industry transformation, and from the government, proposed to enhance the competitiveness strategy of Chinese book publishing industry.