Research On The Market Behaviors Of Chinese Publishing Enterprises

The market behavior of modern enterprise is a realistic reaction, under the condition of a market economy, that enterprises as the market entity take rationalize behaviors to stimulate changes in the operating environment made the pursuit of market share, improve profitability and to maintain the stable development of enterprises. China’s publishing enterprise restructuring just reform enterprises into the market entity, but there are a lot of imperfections in the process of conversion which are away from truly in accordance with the market economic system and the establishment of a modern enterprise system. There are great gaps between enterprise market behavior and the rules of market economy in the competition. The competition of publishing enterprises in the market is sharply increasing, How to establish their own advantages in market competition and which market behavior to respond to market competition are the practical problems. The focus of this paper is the market behavior and performance of publishing enterprise, we search insufficient and impact factors, and give advice to optimize the market behavior of publishing enterprises.First of all, the enterprise market behavior was defined on the conditions of market economy in this paper. The enterprise market behaviors under various market structures are analyzed to establish the theoretical foundation for the later study combined with the theory of Economics. Secondly, Through analysis the whole publishing industry market, we find that is also more difficult to define the kind of market structure of China’s publishing industry though which is a high barriers to entry, low market concentration, low product differentiation. It will need long-term market competition to put into practice. The next, we will pay all attention on summarize recent market behaviors of the publishing enterprise, we will analyze the price competition, advertising and marketing strategy, the reform of organizational restructuring such as Enterprise Group of behavior, the diversification and innovation behavior. Thirdly, we found that the markets behaviors were influenced by the government management system and institutional change in path dependence, as well as the constraints of the publishing market system, entrepreneurial innovation, the talent structure and the external environment.Finally, we proposed the deepening reform of government functions and the internal publishing enterprises, and we should cultivate entrepreneurship and innovative talents to take the brand strategy to avoid the low level of price competition, and take the careful selection of the group according to our own development and diversified strategy. These rational measure can help publishing enterprises to gain a advantage in the market competition.