| Price is the main means of competition.In the book industry,price setting has a direct impact on the economic benefits of publishers.At the same time,book pricing is also one of the most concerned issues for readers.As a special industry in China,the book publishing has attracted the attention of the state in various activities of publishing and management,including the establishment of book prices,which has strict regulations.Since the founding of the People’s Republic of China,great changes have taken place in book pricing both in principle and in mechanism,which are in line with the development of The Times and constantly reforming and innovating.However,there are still many mistakes in book publishing industry in pricing,which have led to heated discussions and controversies.For example,the problem of high pricing and low discount always exists in the publishing industry,which misleads readers’ cognition.Online platform book retail often appears disorderly "price war",e-commerce joint discount damage to the interests of the main body in the publishing industry chain;All kinds of piracy and infringement phenomena are common and so on.The existence of these problems is related to the late start of China’s market economy and the lack of experience in pricing,as well as the lack of market supervision and the failure to form a detailed pricing system.In view of this,this paper conducts a multi-dimensional study on book pricing strategy,hoping to put forward some relevant suggestions on book pricing.By using literature analysis,case analysis and comparative analysis,this paper firstly sorts out the background and research status of book pricing.Starting from the general situation of book pricing,it describes the two attributes of books and leads to the pricing objectives and principles.Next to the double perspectives of economics and marketing,analyzes the product cost,market supply and demand and competition,the national policy,psychology of the readers,the competitors’ pricing situation that five factors affect book pricing,by the pricing model of study abroad,summarizes the different pricing mode books bring enlightenment in our country,and then combined with the specific case,This paper discusses the application of book pricing strategy in book publishing practice.Finally on this basis,the current prices of the books in China present situation and existing problems,and put forward concrete optimization strategy,the former must complete book classification,pricing for different types of books to choose different pricing strategy,targeted for differential pricing,at the same time,strengthen the national macro-control,under the market supervision and administrative supervision,By adopting appropriate pricing strategy and constructing a scientific and reasonable pricing model,it can help publishing enterprises effectively set book prices and promote the prosperity,stability and sustainable development of the book publishing industry. |
