Study On The Ancient Book Publishing In The New Century

The ancient book,as inheritance of culture,which carries billions of scholars' wisdom from the past,demonstrates the profound cultural heritage of a country.The coming of the New Century influences the development of the recent ancient book publishing industry,pushes the traditional ancient book publishing industry to make some changes.Analyzing the recent development of the ancient book publishing industry to figure out its specific producing forms,marketing strategies and profit modes,in the meantime,solely taking the most representative publishing organization,Zhonghua Book Company,as a case study to reveal its characteristic ancient book publishing.Under the research of common ancient book publishing,the typical individual publishing organization is the characteristic supplement,so as to expound the current development of ancient book publishing as a whole.Meanwhile,depend on the research above to discuss the problems in the development process of recent ancient book publishing industry and to give some achievable advises for its further development,to make a contribution for the traditional culture's promotion.The developing process of the ancient book publishing.Same as the continuous development of the book publishing technology,the development process of ancient book publishing can also contribute to it,which can be divided into three steps as the development of technology: traditional publishing,digital publishing,the combination of traditional publishing and digital publishing.It is the three steps' continuous pushing that achieve the prosperous development of present ancient book publishing.The production forms of the ancient book publishing in the new century.The development of the ancient book publishing has a long history,and it's forms had changed a lot in the seventy years.Inconclusion,there are three typical production forms of the recent ancient book publishing: printed book production,electronic optical disk production,network database production.Zhonghua Book Company,an outstanding representative in the ancient book publishing industry,has gradually formed its own production forms of ancient book publishing from the long developing history,such as large series publishing,classic popular book publishing and large database producing.The marketing strategies of the ancient book publishing in the new century.If the ancient publication wants to be well received by readers and got into their view,it is necessary to make an excellent marketing as the common book's.In the new century,the regular marketing strategies has changed.Nowadays,the main strategies of ancient publication marketing are position marketing,price marketing,split marketing and network marketing.In the meantime,the marketing strategies of Zhonghua Book Company are traditional media and new media marketing,star effect of famous scholars marketing,good corporate brand image marketing.The profit modes of the ancient book publishing in the new century.According to the complexity of ancient book publishing and the particularity of its readers,the profit modes of ancient book publishing are different from the common book's,which can be concluded into three types: major publishing projects profit mode,classic books publishing profit mode,ancient books with local characteristics publishing profit mode.Meanwhile,due to the accumulations of millions of years and adapt to the different reading needs in the new century,Zhonghua Book Company has gradually formed its own characteristic profit mode: multi-version producing,database selling and multi-cooperation.The problems of recent ancient book publishing and the suggestions for its further development.Looking through the development situation of ancient book publishing' producing,marketing and earning,it has three major problems,for example,the book's quality cannot be guranteed,the marketing strategiesare so traditional that consumers probably dislike it,the profit modes are rigid and may waste cost.Therefore,according to the problems mentioned above,it can targeted give some specific advice: speeding up the publication quality standard to insure the books' quality,innovating the marketing strategies and making good use of new media,broadening the profit modes and monitoring cost properly.