A Comparative Study On Support Policies Of Physical Bookstores In China

Physical bookstores are important cultural facilities and carriers of civilization.They play an irreplaceable role in consolidating advanced cultural communication positions,promoting cultural development and prosperity,promoting the reading of the whole people,building a scholarly society,and improving the people's ideological and moral,scientific and cultural quality.Since 2006,China has carried out in-depth cultural system reform,combined with the new science and technology,including network media technology,to rebuild the whole publishing industry,the traditional entity bookstore industry has undergone significant changes in enterprise form,business mode,resource utilization and other aspects.In the process of industry reform,due to the rise of online bookstores and digital publishing,as well as the change of readers' reading style,domestic physical bookstores,especially small and medium-sized private physical bookstores,have been severely hit and faced with survival crisis.The continuous decline of many years makes the physical bookstores become the pain and hidden danger of the publishing industry.Since then,the physical bookstore industry has a natural need for policy support.Based on this,the author takes the support policy of physical bookstores as the research object,starting from the perspective of support policy comparison,through documentary research,comparative analysis and other research methods,collects relevant government documents and academic documents from 2012 to now,rationally evaluates the necessity of support policies,compares and analyzes the similarities and differences of support policies of physical bookstores in different regions,and scientifically discusses the advantages and disadvantages of different policies Make clear the purpose of the policy and put forward targeted suggestions based on it.Firstly,this paper summarizes the relevant contents of the support policies of domestic physical bookstores,and expounds the characteristics of the current support policies;secondly,it combs the policies issued by the central level and analyzes the changes of policy functions according to the vertical analysis of time;secondly,based on the selection of policy texts,this paper analyzes the advantages and disadvantages of some local policies in terms of contents and measures On the comparative analysis and summary.Finally,through the above analysis,this paper makes targeted suggestions for the formulation and implementation of the policy from the perspective of the goal orientation of the policy.Under the principle of goal orientation,according to the goal of policy implementation,it is proposed to maintain the survival and operation of physical bookstores in the short term,improve the operating efficiency of physical bookstores in the medium term,promote the internal motivation of physical bookstores in the long term,and actively participate in market competition.