Research On The Optimization Of Academic Book Publishing Process Management Of GG Company

In recent years,with the enhancement of Comprehensive National Power,academic talents and higher education quality have put forwarded higher requirements.Academic books,which set as one of the most important carriers of scholar communication,are lying between academia and publishing.The publication and distribution of academic books are an important part of publishing industry as well as academic activities.After the restructuring of Publishing Company,the original advantages and bonus of restructured publishing enterprises are no longer available.The publishing Company,same as other publishing enterprises,is implementing corporatization and commercialized operation,which turn them into market competitive subjects with self-management,self-financing and self-development.Due to single distribution mode,less audience and uneven quality,academic books are not only difficult to achieve social and economic benefits,but also faced difficulties of publishing,high entry barriers and low-income allowance.Based on this prerequisite,this thesis analyzed that current academic books publishing value chain of publishing Company is not in accord with development of the Internet Communication Era.Traditional value chain,which is focused on Authors-Agents(colleges and universities)-Publishing Houses(Enterprises)-Printing Company-Distributors-Retailers-Readers,is a one-way street,linear and link-by-link chain.Meanwhile,this chain have complex relationships between upstream and downstream firms.Longer industrial value chain causes user-needs have not been fully reflected and valued.GG Publishing Company have not created extra new value from high-speed information exchange in the Internet Communication Era.Due to publishing enterprises,like GG Publishing Company,has lack of enthusiasm for academic book,published academic books are incompatible with rapid development of science and technology in China.Firstly,this thesis applied Value Chain Theory,Platform Strategy Theory,The Long Tail etc.for theoretical analysis.In addition,this thesis draws on the experience of excellent experiences between domestic and foreign academic books publication and distribution for theoretical analysis.Secondly,aiming at current situation and existing problems of academic books publishing in GG Publishing Company,author combines Value Chain Theory to find out sticking points of these problems.Furthermore,author puts forward a scheme,which optimizing the management of academic books publishing by reconstructing value chain.This scheme includes the construction of communication channels for academic books topic-selection,the optimization of content-production mode,distribution mode and GG Publishing Company internal service management.Finally,through the operation case of actual project,author analyzes process of project and summarizes effect improvement of project.This thesis explores an effective way for the publishing of academic books,which improves social benefits of academic books,as well as economic benefits of multilateral reader groups.In addition,this thesis provides quality-improve and efficiency suggestions for publishing enterprises as well as has strong practice instruction and reference value significance.