The Study On Competitiveness Of Hunan Publishing Industry

As an important part of the culture industry, publishing industry has bothspiritual and material, such as multi-cultural and economic attributes, the industry hasits unique characteristics and development law. Hunan publishing industry ranks inthe national publishing industry, has a rapid development in recent years, and hasaccumulated a certain amount of industrial competitiveness. At the same time, thereare many problems, such as overseas market expansion is limited, irrational industrialstructure, inadequate export development, and the industry policy support is notenough etc, those have the impact of restricting to the long-term upgrade of thepublishing industry.The paper firstly analyses the publishing industry development situation inHunan province. The study found that, in the scale of the industry, Hunan publishingindustry relatively ranks in the front of the whole country, but still needs to beimproved; In the profitability, books, journals and other publications develop in goodtradition, but the publication of audio-visual products is weary; In the publicationstructure, books are the dominant in the traditional publications, and the audio andvideo products grows slowly. Copyright and export still in its infancy, and exportmarket share is not enough in the international market. Then analyzes the content andfeatures of the publishing industry competitiveness, and introduces15categories twoindexes to construct publishing industry competitiveness model framework, from sixaspects of competitiveness, the factors of production competitiveness, market demandcompetitive, underlying competitiveness of industrial clusters, enterprisedevelopment strategies competitiveness, government elements and industrialdevelopment opportunities competitiveness, based on Porter framework.Then it is applied to analysis the competitiveness of Hunan publishing industry.The main conclusions are as follows: Hunan publishing industry competitiveness isrelatively strong, including the capital operation and listing ability, public technologyservice platform construction and technical resources integration application; Talentscale and talent agglomeration, Hunan culture and red cultural characteristics, sportsand aging brand characteristics, integration and innovation of traditional industry andnew industry, the coordinated development of the surrounding industrial, clearleading brand strategy, the reform deployment of the provincial government and the strongly support of the supporting measures, etc. But at the same time, we found thatthere exist problems. The main business is not concentrated and traditionalpublications grow slowly, digital technology standard is not unified and weak pricingpower in publishing content, senior professionals is still relatively lacking, deepdevelopment and internationalization of cultural resources is not high, effects ofchanges in the distribution channels for publishing insufficient marketdemand-looking layout is not enough, peripheral industry lack the agglomerationeffect, single corporate brand and enterprise sustainable innovation ability isrelatively few, emphasis on the protection of property rights is not enough, etc. HunanPublishing Investment Holding Group has set an excellent example to enhance thecompetitiveness of Hunan publishing industry over a long period of time, which bybuilding a new mode of business that combines the traditional publishing with thedigital media, comprehensively integrating the digital resources, precisely managingand selling for certain people, and developing a intensive road etc.