The Study About Chinese City Book Fair In The New Century

Book fair,also known as book exhibition,book ordering fair,book market,is the "weather vane" of the publishing industry,an important part of the publishing activities,serving the book publishing and related industries.City book fair is a type of book fair,which is organized by the city as the main body,using books as the medium,serving the publishing industry,and promoting nationwide reading.and with the functions of book exhibition and sales,image display,cultural exchange and dissemination,nationwide Reading Promotion.At the same time,it is a cyclical,comprehensive book exhibition and reading promotion activity that can bring economic,cultural and social values.In the new century,the publishing industry has realized the market-oriented transformation.Driven by the deepening of reform,it has reformed circulation and distribution,adjusted the structure layout,clarified the nature and ownership,gradually established the dominant position in the market economy,and entered the development "fast lane".With the attention of the country,the nationwide reading activity has gradually been promoted from "private initiative" to "national strategy",and has been continuously promoted throughout the country.Both of them provide a good market and policy environment for the development of the city book fair.The city book fair has been rising continuously,and its scale,form,influence and popularity have been greatly improved.As a key organization and support object of the industry and the government,the city book fair has gradually developed into an important platform for book exhibition,cultural exchange and communication,image display,and reading promotion,and has set off a nationwide exhibition boom.The city book fair appeared in the 1980 s,and has experienced five development periods,including the initial stage and the early stage(1980-1994),the cold stage(1995-1999),the warming stage(2000-2005),the booming stage(2006-2010)and the prosperous stage(2011-present).Since the reform and opening up 40 years,the city book fair has gradually developed and become more and more mature and standardized.Especially in the first 20 years of the 21 st century,the city book fair has gained rapid development.Through the overall statistical analysis of the existing city book fair,it is found that in the new century,the book fair currently has these characteristics,including increased numbers;upgraded specifications;the exhibition periods are mainly set in the third quarter;uneven distribution ofspace and other characteristics,the quality and quantity of the city book fair in the eastern region are greater than those in the central and western regions.With the development of the city book fair,its function is also continuously extended.The function change of the city book fair has experienced three stages.In the first stage,the city book fair takes books as the foundation and assumes the role of "market" more.It is the place for booksellers to trade and contact.It mainly has the function of exclusive sample ordering,public book retailing,publicity and display,and social communication.In the second stage,with the rise of Internet technology,the ordering function of the city book fair is gradually weakened and the display function is strengthened.From the publisher to show the corporate brand image,to the government to show the city cultural brand,and finally to the country to show the theme of The Times.The city book fair is dominated by exhibition,which realizes the spiraling development process from exhibition book to exhibition era theme.In the third stage,the city book fair develops into a "book festival" that emphasizes reading promotion and builds a book society.At this stage,the city book fair promotes new books to the public and publishes annual good books.At the same time,it extends downward and sinks to the grassroots to expand reading.The scope of promotion has caused more and more people to be attracted by the reading atmosphere of the "Book Festival" and joined the ranks of reading for all.Finally,during the development process of the city book fair,the exhibition effect of city book fair is low,regional development is unbalanced and the city book fair didn't study marketing strategy in depth,and other problems gradually emerge.To solve the above problems,we can improve the exhibition effect by transforming government functions,giving play to the leading role of industry associations,and training professional exhibition talents.According to the development level of the city book fair with different gradient in the east,central and west,measures should be taken according to local conditions to make up the gap between regions.By clarifying the positioning of book fairs,increasing the form of cross-media exhibitions,and exerting the platform value of social media,in order to improve the level of marketing and gain audience attention.In view of the above mentioned understanding and insights,hope to provide reference for the future development of the city book fair.