China's Small And Medium-sized Publishing House Professional Development Study

With the continuous deepening of reform and opening up, the publishing industry has been booming as an important part of national economic development. However, under the background of China's cultural industry system transiting from the planned to the socialist market economy, most publishing houses still have such problems as the imperfect management system, lack of the sense of competition, the weak ability of resisting risks. The Third Plenary Session of the Sixteenth Central Committee of the CPC has proposed the reform direction and goal of public cultural undertakings and the commercial cultural industry, including turning the cultural institutions to enterprises.According to the relevant central spirit, China's publishing industry will be changed completely from public cultural institutions to enterprises within the next five years.Meanwhile, since China's accession to WTO, the foreign cultural industries begin to extend the tentacles to China. As the period of five-year protection is about to end, in the face of overseas cultural capital with the obvious advantages of capital,technology,management and personnel, how should China's publishing industry deal with them?After the 15th National Party Congress, the Press and Publication Administration has issued more than 20 regulations and policy documents in order to regulate the publishing market and deepen reform, and has established more than 30 publishing groups. The establishment of these publishing groups,has greatly improved China's publishing industry's competitiveness. But also to the development of small and medium-sized publishers formed a tremendous pressure. Therefore, to probe into the difficulties and potential development opportunities of China's small and medium-sized publishers at this stage and find a way suitable for the survival and development of small and medium-sized publishers, have important practical significance.The thesis aimes at finding a specialized development approach of China's small and medium-sized publishing publishers,through analyzing the living environment of small and medium-sized publishing houses, competitive pressure ,current situation and difficulties, using the qualitative research method ,inductive and literature reviewing approach. The paper firstly analyzes China's publications'characteristics, the overall situation ,development experience,the status and role of China's small and medium-sized publishers. Secondly this paper analyzes specialized development significance of small and medium-sized publishers. Then the paper has a detailed analysis of the the development situation and difficulties of small and medium-sized publishers, Such as lack of modern philosophy, the market level is not high; management level backward, rigid internal mechanisms; single sales channels; personnel structure is irrational, and so on. In the face of the pressure of a network of electronic publishing of books published by the impact and after joining the WTO on the impact of small and medium-sized publishers. In light of these problems by China's small and medium-sized publishers follow the recommendations of professional development road: a clear positioning, and identify the direction of the publication; establishing a modern enterprise system, strengthening marketing channels for the construction of the fulfilment of professional publishing process, building specialized personnel.