中国图书发行业可持续发展研究

【作者】 金国华；

【导师】 李晏墅；

【作者基本信息】 南京师范大学 ， 马克思主义理论与思想政治教育， 2008， 博士

【摘要】 随着中国从计划经济向市场经济的转型与变迁,国有图书发行业如何适应市场经济的挑战走持续发展之路成为整个图书发行行业关注的热点。当前中国图书发行种类越来越丰富,教科文体类、工业技术类以及经济类居于图书发行总类前三位,图书发行逐渐向以关注民生、关注经济与社会发展方面的题材转变,图书发行结构以及图书供应链条发生着深刻的变迁。与此同时,国有新华书店仍然是图书发行业的主体,民营书店日益成为图书发行市场的重要组成部分,外资图书企业成为多种发行主体的有益补充,图书发行模式不断创新。另外,中国图书发行业存在着垄断性与市场性、传统性与现代性、粗放性与集约性并存,价格上涨与打折发行相伴,城乡差距明显等特征。总体上看,中国图书发行业存在着管理理念滞后、营销理念不足、品牌理念缺乏、形象理念忽视、市场定位不准问题,图书发行业缺乏与外资图书发行企业的竞争性合作意识以及对外拓展业务意识。国有图书发行业政企不分、产权不够明晰、风险管理制度薄弱、图书物流管理制度不到位、财务管理制度不完善等诸多问题。所有这些是直接制约中国图书发行业持续发展的障碍。究其原因,就在于国有图书发行业对图书发行市场认识不足、开拓创新意识不强,部分民营书店经营规模和管理水平较为低下,外资书店还没有形成具有竞争能力的独立发行主体。为此,我们在充分调研、吸收国内外部分图书发行业成功经验的基础上认为,中国图书发行业应当在发展理念创新、发展机制创新以及科技创新等三个方面进行变革,从而实现中国图书发行业的持续发展。更多还原

【Abstract】 With China’s transition from a planned economy to a market economy, the adaptation to the challenges of the market economy for the state-run book distribution industry on path to sustainable development has been the focus of attention of the entire book distribution industry. At present, the book distribution in China has become increasingly rich in category, with that of education and science, arts and sports, industrial technology, and economics as the top ranking among the total categories, and the focus of the subjects gradually turns to concerns about people’s livelihood and about economic and social development. The distribution structure as well as the supply chain of books is undergoing profound changes. At the same time, with the state-owned Xinhua Bookstore as the main body, private bookstores increasingly become an important part of the book distribution market, and foreign-funded enterprises of books become a useful supplement to various distribution channels. The book distribution mode in China continues to innovate. In addition, China’s book distribution industry is characterized by co-exist of monopoly vs. market, tradition vs. modernity, extensiveness vs. intensiveness, the combination of the price increase and issue at a discount, and an obvious urban-rural gap.Generally speaking, China’s book distribution industry has such problems as obsolete management principles, inadequate marketing ideas, lack of brand concept, neglect of image ideas and inaccurate market positioning. Compared with foreign-funded distribution enterprises of books, China’s book distribution industry lacks for the awareness of cooperation based on competition and the initiative of business development. Without a clear line between the functions of the government and enterprises and lack of clarity of property rights, the state-run book distribution industry is weak in the risk management and book logistics management system and is imperfect in its financial management system, all of which are direct obstacles to the sustainable development of China’s book distribution industry.The reason as we explore lies in that with little pioneering and innovative spirit, the state-owned book distribution enterprises have insufficient understanding of the book distribution market. Some private bookstores have just small scale of operation and low management level, while foreign-capital bookstores haven’t been so competitive as to form independent distributors in the market.On the basis of a full study and absorbing the successful experience of the book distribution industry at home and abroad, we think that China’s book distribution industry should change from three aspects of innovation including the development concept, development mechanism and science and technology, so as to achieve the sustainable development of China’s book distribution industry.更多还原