Study On Book Publishing Industrial Concentration In China

Cultural industry is positioned as the pillar industry of the future in china. Bookpublishing industry is focused on because it’s the central part of cultural industry. Asan important propaganda tool, book publishing had been looked as public institutionsin a long time after the establishment of New China. This makes the book publishingindustry in China has been in its infancy which has a low industrial concentration.Since the1990s, in order to adapt to the development of economy, the governmentconducted a series of system reform in the publishing industry. Whether the reform ofthe publishing industry concentration improved the book publishing industrialconcentration. What has been caused the low industrial concentration. The purpose ofthis study is to find out these problems and puts forward correspondingcountermeasures.At first, this paper calculates the concentration ratio of book publishing industryin China from1996to2011, and analyzes the market structure of our country’s bookpublishing industry. The result shows that it belongs to atom type industrial structure,but there is serious administrative monopoly. And then verifies the relationshipbetween the book publishing industry concentration and the return on sales in1997-2011, finds that there is a strong positive correlation between them. So we canimprove the industrial concentration to improve the market performance of bookpublishing industry. At last, we use multiple linear regressions to find out the mainfactors that influence the concentration of the book publishing industry in China. Theempirical result shows that initial concentration and enterprises into the rate are thelargest impact on the concentration of book publishing industry in China, otherindicators such as sales growth rate, the total number of paper rate, the new book rate,urban per capita disposable income growth rate have very small impact. Reasons forthe low industrial concentration in China have three.1) The administrative monopolyand imperfect competition. This is the root cause of the book publishing industry inour country at present.2) Book quality is not high. This is the main cause why theeconomies of scale, product differentiation, and even market requirement have no effect on industrial concentration.3) Lack of good reading habits. Finally, accordingto the above three reasons we put foreword policy suggestions to improve bookpublishing industry concentration.