China’s Private Book Industry Analysis And Development Strategy

Private book industry, which occupies a very important position in Chinese publishing history, has played an important role for the development of the publishing industry and made remarkable achievements. Since the reform and opening up, especially after entering 21th Century, the private book industry develops in twists and turns, and it has gained more and more attention and concern. Therefore, a systematic study of the private book industry has both very important theoretical and practical meanings. This study sets the background against the further reform of the cultural system and mechanism, takes the private book industry of our country as the research object, starts from the origin of our country’s private book industry and makes a detailed analysis of its development during different periods; then, it analyzes the enterprise management, the theme planning and marketing channels and strategies in private book industry and adopts the SWOT tools in management to compare. By making analysis above, it draws the following conclusions:the private book industry should seek the government’s support actively; should make innovations on the human resource management system; should create new capital management ideas; should create the publishing broker system, and innovate the marketing mode. This paper provides suggestion on how to seize the opportunities and achieve leap forward development during the transition period for the private book industry and how to adapt to the market and face the competition for the reformed state-owned publishing enterprises.