A Preliminary Study On The Development Of Cultural Creative Products By Publishing Institutions

With the transformation of social economic structure and the growth of people's spiritual and cultural consumption demand,China's cultural and creative industry has been booming.Many publishing institutions have joined in,but due to the immature development mode,human resources and industrial chain,publishing institutions have encountered many obstacles in developing cultural and creative products.In view of this,the study takes the development of cultural and creative products of Jiangxi Publishing Group as an example,analyzing the problems in the development of cultural and creative products of China's publishing industry and puts forward development countermeasures by comparing the development practices of cultural and creative products of Jiangxi Publishing Group and those of other cultural institutions.The study divides into five chapters.The first chapter describes the origin of the research,defines the concept of cultural and creative products in the context of publishing science,and points out that the object of this study is the creative and cultural tangible products developed based on the published content.This chapter also reviews the literature on the development of published cultural and creative products and cultural and creative products in the past,pointing out that the academic research does not match the actual development,indicating the practical significance of the research.The second chapter analyzes the background of the development of publishing cultural and creative products from the four aspects of national policy,consumption concept,technology-driven and benefit-driven,and analyzes the status of publishing industry in cultural and creative industry by using concentric circle theory,and expounds the complementary relationship between publishing industry and cultural and creative industry.Third chapter to publishing group in jiangxi province as a case,the first was analyzed by using the SWOT model publishing group in jiangxi province wen gen development advantages,opportunities,weaknesses and challenges,and then publishing group in Jiangxi province,and the development of practice,finally to independent bookstores,province library and travel group for reference,this article compared and development practices.Based on the practical research on cultural and creative products of Jiangxi Publishing Group,the paper analyzes the problems of cultural and creative products in the publishing industry,such as the single variety,serious homogenization,lack of brand and price polarization.The fourth chapter puts forward corresponding strategies for the development of cultural and creative products in the publishing industry,and expounds the importance of channels,innovation and brand for the development of cultural and creative brands in publishing enterprises.The fifth chapter summarizes the research and puts forward the idea of developing cultural and creative products of publishing group.As a hot publishing phenomenon in recent years,the development of cultural and creative products in the publishing industry is not simply a matter of trying something new,but closely related to the sustainable development of the publishing industry,cultivation of innovation mechanism and structural transformation.Under the background of The Times when China is building a publishing power,the cultural and creative products of the publishing industry will become one of the highlights of the publishing industry's going global.