Study On The Concentration Degree Of Children's Book Publishing Industry

Since the 18 th national congress of the CPC,the Party and the country have attached more importance to cultural construction,and cultural confidence is an important aspect of realizing the Chinese dream.The publishing industry shoulders the dual mission of prospering the cultural undertakings and developing the cultural industry.Moreover,the publication of children's books is related to the enlightenment of Chinese children and plays a fundamental role.Advancing the supply-side structural reform of children's book publishing has important practical significance for the healthy development of children's book publishing and the whole publishing industry,as well as for the cultivation of children and cultural construction.In recent years,more than 300 book publishers have been involved in the field of children's book publishing.The publishing of children's books keeps increasing from various indexes,such as the number of varieties,the total print run,and the total amount of pricing,and the publication rate of children's books is obviously faster than the other kinds of books(such as literature,social science,science and technology).At the same time,the foreign copyright import of children's books accounted for the total number of book varieties and the total pricing constantly declined and the proportion of original works keeps increasingly.It can be seen that the extensive mode of children's book publishing,such as increasing the variety of books published,expanding the production scale,and the massive introduction of children's book copyright,is gradually turning to the new stage of high-quality development that the proportion of original works is greatly increased and original quality books and best-sellers keep incrementally.Overall speaking,children's book publishing presents a steady development situation.There are also serious structural problems behind the steady development of children's book publishing.The most obvious problem is the serious imbalance between the supply and demand of children's books.According to the statistics of recent years,the annual total print volume of children's books is much larger than the total sales volume.For example,the total print volume of children's books in 2012 was 310 million copies and the total sales volume was 190 million copies,which cause a difference of 120 million copies.In 2016,the total print run of children's books was 778 million and the total sales volume was 200 million,which cause a difference of 578 million.The total print run of children's books in 2017 was 820 million copies with a total sales of 212 million copies,which cause a difference of 608 million copies.Overproduction has increased year by year,almost tripling in six years.The above problems fully indicate that the connection between the supply side and the demand side of the children's book market is not sufficient that the supply is excessive and the effective supply is insufficient,which cannot meet the constantly changing market demand.Therefore,the supply-side structural reform of the children's book market has become an urgent matter for the healthy development of children's book publishing.From the perspective of supply-side structural reform,this paper measures and makes overall judgment on the concentration of children's book publishing industry,and provides the basis for the research on market structure.In this study,four indexes including total variety number,new variety number,total print number and total pricing amount were selected to calculate the concentration degree of children's book publishing industry.Then the four indicators are weighted to calculate the comprehensive concentration index of the industry.The following conclusions can be obtained by calculating and integrating related factors: China's children's book publishing industry belongs to the atomic industry.Even according to CR20,it only reaches the middle and lower centralized oligopoly,which is far from the effective allocation of resources.On the basis of the concentration measurement and the analysis of industrial structure,this paper analyzes and summarizes the specific practices of the leading industries of typical publishing houses.Through the calculation of the absolute concentration degree of the industry,the analysis of the industrial structure and the typical publishing houses,this paper believes that the reasons influencing the concentration degree of China's children's book publishing industry are as follows:unreasonable industrial layout,insignificant scale economy,barriers of industry entry,insufficient competition and scarce resource liquidity.Finally,the author puts forward some specific suggestions on the supply-side reform of children's book publishing in China from the macro level and the micro level.