Research On Local Culture Publishing Of City Publishing House

In the report of the 20 th National Congress,General Secretary Xi Jinping emphasized the need to refine and display the spirit of Chinese civilization and cultural essence,accelerate the construction of Chinese discourse and narrative system,tell Chinese stories well and spread the Chinese voice well.As a unique existence in Chinese culture,local culture is of great significance to the exhibition and inheritance of Chinese culture,can provide plenteous topic selection resources for publishing houses.For the city publishing house,local cultural publishing is not only a powerful starting point for establishing a unique brand and creating a road of characteristic development,but also a duty to serve the construction of urban culture and implement the national cultural strategy.With policy support and proximity to local cultural resources,the city publishing house represented by Jinan Publishing House reflects outstanding publishing characteristics,but some problems occur inevitably.As one of the main forces of local cultural publishing,city publishing house needs to summarize its experience and problems to promote its development.This can provide reference for the practice of local cultural publishing in the future,and also provide a feasible way to tell Chinese stories well from the perspective of publishing.Therefore,this thesis takes the local cultural publishing of the city publishing house as the research object,conducting research through the literature review,interview and questionnaire survey.City publishing house has been immersed in the local cultural atmosphere for a long time,knows local characteristics well,and has certain resource accumulation and publishing experience in local cultural publishing.In recent years,city publishing house have gradually begun to pay attention to the excavation and utilization of local cultural resources,all city publishing houses expand local cultural publishing business and are averagely running well.City publishing house mainly publishes popular books for public.The number of books is on the rise,and the content reflects the characteristics of local culture.It comprehensively sales book via online and offline channels.Although with the support of multi-platform promotion,it is still under utilization.Among all city publishing houses,Jinan Publishing House takes local cultural publishing as their main business,and the number of local cultural book ranks top among all.Hits like Jinan Story the series gain both social and economic benefits.Local cultural publishing business is relatively mature and can represent the high level of local cultural publishing of city publishers.Relying on Jinan cultural resources,the local publishing of Jinan Publishing House is highly localized.Specifically,it can be summarized as the establishment of a local cultural editorial department,the cooperation with the government for targeted publishing,valuing local scholars,the publication with Jinan culture as the core,and integrating books promotion and cultural.Taking Jinan Publishing House as a typical case,we can have a glimpse of what is happening as a whole.It reflecting the advantages and characteristics of city publishing houses in local cultural publishing,and also can reflect that the local cultural publishing of city publishing houses still has a lot of room for improvement.Nevertheless,city publishing houses vary from each other,local cultural publishing all have four problems as followed.First,there is a lack of systematicness based on single book publishing.Most city publishing houses have not established local cultural publishing departments,and have not formed a local cultural publishing system or representative book brands.Second the marketization of this kind of book is not high enough,and it result in poor sales.Some of topics do not meet the market demand,so it barely enters the book market,and rely too much on procurement.Third,it has failed to make good use of the geographical advantages.Local cultural books published by city publishing houses are facing the dilemma of high overlap in the selection of books with regional publishing houses and weakening of regional advantages,and it is difficult for the regional characteristics of books to attract foreign readers if they are not prominent,and the online sales information does not highlight the book features.The fourth is that the positioning of books is unclear,the content of popular books is too dull,local cultural books are low-level digitized,and book publicity is not attractive enough to readers.In view of the above problems,the city publishing house should establish a diversified local cultural publishing system,extend the book industry chain to improve market competitiveness,use regional advantages to expand reader groups,and balance the popularity and professionalism of books.City publishing houses should be based on the local government,serve the localities,and continue to exploit deep into local cultural resources.They should not only seize the chance when it comes to government projects,but also give full play to their policy advantages.Meanwhile,they should publish representative high-quality local cultural books and form a characteristic brand to expand the book market,that’s how local cultural publishing can truly achieve the goal of both social and economic benefits.