A Study On The Fashion-Publication Phenomenon In Chinese Book Publishing

Since the Reform and Opening Up,China's publishing industry has made rapid progress and remarkable achievements with the continuous improvement of the economic.While the total assets are over trillion yuan,annual profits are over 100 billion yuan,and hundreds of thousands of new editions are published every year,it's a normal phenomenon that good works and bad works mix together:there are not only lots of excellent books with great economic and social benefits,but also lots of books just aiming at profits.The imitating phenomenon exists widely in all industry of life.For the fashion-publication,some people think it reflects the keen vision and sense of smell of the publishing industry,while others think it destroys the creative ability of the publishing industry.Enlarging the scale of publishing industry and taking it's quality into consideration at the same time is the precondition of building a powerful culture country.In this context,it is urgent and significant to investigate the status quo of the imitating phenomenon in the book publishing in China.Then we must discuss it's form,characteristics and influence,try to analyze it's causes,and put forward specific Suggestions.These are also discussed in this paper.This paper is divided into six parts:on the basis of studying the research literature on fashion-publication,through the survey of the data about best-selling on Dangdang,we can see the current situation of fashion-publication in China.The main forms,characteristics and positive and negative influences of fashion-publication are summarized in this paper.In addition,the reasons of market,industry system,readers and laws and regulations which cause fashion-publication are analyzed.Finally,combined with the above research and thinking,this paper put forward the corresponding countermeasures.This paper takes the fashion-publication phenomenon in the book publishing of our country as the research object,through the methods of literature reading,investigation and statistics and case analysis,objectively analyzes the form,characteristics,causes,influence and countermeasures of fashion-publication from the perspective of dialectics.This paper tries to enrich the theoretical research on the imitating behavior in book publishing,and provides theoretical guidance and reference for publishing enterprises to choose high-quality topic selection and face fashion-publication.This paper holds the opinion that it is a normal phenomenon,that publishing enterprises follow the popular books on a large scale in terms of content,form and market operation in a certain period,for chasing greater economic benefits.From the perspective of economics,this is the means adopted by enterprises to avoid risks and pursue economic benefits.From the perspective of communication,it is a kind of emulation of the model power that other media has formed.From the perspective of the audience,the convergence of readers' reading tendency and the lack of the ability to choose and discriminate also promote the popularity of other fashion-publication phenomenon.The practitioners' lack of ability and concept in innovation and the supervision loopholes of laws and regulations aggravate the fashion-publication activities objectively.The imitating behavior in book publishing is mainly reflected in topic selection,author type and marketing strategy.While facing fashion-publication activities,we should not simply derogate and criticize,but should combine the viewpoint of materialist dialectics and view it from two perspectives.On the one hand,we should cultivate keen sense in economic and culture market;On the other hand,we must resolutely reject and resist low-level imitating.Imitation is a necessary stage in cultural inheritance and development.Learning through imitation is the premise and important means of cultural innovation.Therefore,in the book publishing,understanding and coping with the fashion-publication activities correctly,trying to combine imitate and innovation,can promote the long-term healthy development of China's publishing cause!...