Study On Book Retail Market In Public Health Emergency

The COVID-19 pandemic has profoundly affected all aspects of our society,and the publishing industry has also been greatly affected.Confronted by the ravages of COVID-19,Chinese publishers have published a large number of publications related to the COVID-19 pandemic in a short period of time with a high degree of self-consciousness and strong sense of responsibility,providing a solid knowledge base for Chinese people to fight the pandemic.However,there are still some problems.The impact of public health emergencies,such as the COVID-19 pandemic,on society is fully penetrated.When facing similar situations in the future,Chinese publishers have to solve the vital problem,that is how to actively assume social responsibilities,put social benefits in the first place,and take into account both social benefits and economic benefits,in light of the actual situation and needs and avoiding ineffective supply.At present,some papers mainly focus on the theme of COVID-19 related books and the publishing significance,and there is a lack of research on the effectiveness of the supply of COVID-19 related books,especially the research on the retail market of COVID-19 related books.With the theory of effective supply,this paper uses the book retail market data of Beijing Openbook Company as a sample to analyze the current situation of the retail market of COVID-19 related books,to point out problems and causes,and to provide advice to publishers.This study uses statistical analysis method,comparative study method and case analysis method to study 604 COVID-19 related books published by 242 Chinese publishing houses in2020.These books fall into seven categories: book of social sciences,book of technology,book of life and leisure,book of literature and art,children's book,language book,textbook and exercises book.The author team includes units,editorial boards and individuals.Most of them were published in the first half of 2020.Best sellers hold a large proportion of the total sales.Moreover,sales and the COVID-19 epidemic situation are closely related.Some books rely on authoritative and well-known authors,distinctive content,and innovative and precise marketing to meet market demand while creating well social and economic benefits.From the perspective of effective supply,there are still some problems with COVID-19 related books.The first is the large number of invalid supplies and the few sales of a large number of medical science books.The second is the imbalance of the supply structure,the lack of topic selection for in-depth reflection on the pandemic,the unreasonable market segment structure,and the large gap in the supply capacity in various regions.The third is the supply price deviation.The median price of COVID-19 related books is lower than the median price of books in 2020,and the price of single sheets is at a low level.Even for the top10 sellers,the price of single sheets is lower than the average level.Finally,the quality of some books is not high,the content are homogenous,and there are editing quality errors.The main reasons for these problems are as follows.First,some publishers misunderstood the effective supply concept.Second,some publishers failed to brought about efficient allocation of resources and factors of production.Third,supply fails to fully meet and adapt to demand.Fourth,the COVID-19 pandemic has a greater impact on distribution channels.Confronting public health emergencies in the future,a correct supply concept should be established through clarification of the publishing house's positioning,standardization of publishing order,and differentiation of publishing strategies.Publishers could ensure efficient allocation of resources and factors of production by constructing a complete emergency publishing system,strengthening the editor's emergency response capabilities,aggregating professional author resources.Besides,publishers should pay close attention to readers' needs,keep up with reading trends,adapt to changing market needs,innovate marketing and publicity methods,strengthen the construction of distribution channels,and build multi-dimensional communication channels.So that publishers can reach the target,that is giving priority to social benefits,and to achieve the unity of social benefits and economic benefits.