【作者】 曾振华；

【导师】 向志强；

【作者基本信息】 湖南大学 ， 传播学， 2008， 硕士

【摘要】 书号总量宏观调控政策作为我国政府对出版产业进行宏观管理的一项重要举措,从1994年开始实施至今,在出版业发展过程中一直扮演着举足轻重的角色。从历史影响来看,书号总量调控对我国图书出版业发展产生过一定的积极效应。但随着图书出版业的进一步发展,尤其是出版业改制的逐步推进,书号总量调控的局限性日益突出,对我国图书出版业的消极影响日益明显。本文系统分析和评价了书号总量宏观调控政策,对我国图书出版业的健康稳定发展具有重要意义。本文从书号的内涵和书号总量调控政策的发展历程入手,探讨了书号总量宏观调控的积极效应,认为书号总量调控在抑制图书出版数量的盲目增长、优化图书出版结构、规范图书市场管理等方面发挥过积极作用。然后利用产业经济学相关理论,从图书市场结构、市场价格行为、市场绩效等三个方面,系统分析了书号总量调控对图书出版的不利影响,认为书号总量调控降低了图书出版业市场集中度,降低了图书产品市场差异化程度,提高了图书市场进入退出壁垒,提高了图书市场价格,降低了图书出版资源配置效率,影响了图书产品市场的有效供给,从而揭示出书号总量调控对我国图书出版业发展的负面效应。在SCP分析基础上,本文进一步研究了书号总量调控对出版业全面改制所产生的消极影响,认为书号总量调控带来的多重市场关系和两种资源配置方式阻碍了出版改制进程,削弱了出版改制效果。在上述研究的基础上,本文提出书号总量调控放开的观点,并对书号总量调控放开的路径进行了具体设计。最后,分别对出版社和政府在书号总量调控放开之后应如何作为提出了政策性建议。更多还原

【Abstract】 As an important measure of Chinese government’s macro-management over the publishing industry, the macro-control policy of the book number totals, implemented from the year 1994 to now, has been playing a significant role in the process of the publishing industry’s development. In terms of its historical influence, the macro-control over the book number’s totals has had certain positive effect on the development of Chinese book industry. But, with the book industry further advancement, especially when the system-changing process of the publishing industry speeds up, the limitation of the macro-control over the book number’s totals is becoming more and more prominent, nor is its negative effect on Chinese book industry. This paper has systematically analyzed and assessed the policy of the macro-control over the book number’s totals, which is of importance to the healthy and stable development of Chinese book industry.To begin with the analysis of the book-number’s meaning and the brief introduction of the developing course of the policy of the macro-control over the book number’s totals, this paper considers that the macro-control over the book number’s totals had played an active role on some respects including suppressing the reckless growth of book quantity, optimizing the structure of books publication and normalizing the management of book market. Then, by using certain correlative industrial economics theories, from three aspects of book market structure, market pricing conduct and the market performance, this paper systematically has analyzed the unfavorable effect of the macro-control over the book number’s totals on book publication, and believed that the macro-control over the book number’s totals had lessened the book industry market concentration, reduced the book market of product differentiation, heightened the entry and exit barriers of book market, raised the price of book market, reduced the book publishing resources allocation efficiency and effected the effective supply of the book market, on the basis of which, this paper points out that the macro-control over the book number’s totals has an adverse impact on the development of Chinese book industry. In addition, on the foundation of the SCP analysis, through the further study on the passive effect on the comprehensive system-change of the publishing industry caused by the macro-control over the book number’s totals, this paper considers that multi-market-relations and two ways of resources allocation brought by the macro-control over the book number’s totals has hindered the advancement of system-change of the publishing industry, and weakened the effect of the system-change.On the basis of the above study, this paper has proposed the viewpoint that the macro-control over the book number’s totals should be released gradually, and has made a detailed design for the way of releasing the macro-control over the book number’s totals. Finally, this paper put forward some policy suggestions that how the publishing house and the government should act after the release of the macro-control over the book number’s totals.更多还原