基于出版产业的图书定价机制研究

发布时间：2018-04-24 11:19

本文选题：图书定价 + 图书出版　；参考：《武汉理工大学》2012年硕士论文

【摘要】：图书是一种特殊的商品,即具有经济属性,又具有社会属性。因此,图书价格不仅属于经济范畴,而且还属于国家政策范畴。图书定价机制作为出版产业的一个重要命题,备受国家和出版业界人士关注。历史上,我国就有过图书定价销售的记录。新中国成立后,我国图书出版体制经历了几次重大变革,图书定价机制也随之进行了相应调整,从自由定价阶段到按印张定价,再到控制利润、逐步放开书价,直至现在出版机构自行定价(除少数图书外)。可以说,图书定价机制的变革一直伴随着出版产业的发展,旧的问题解决后,新的问题也会不断显现。本文针对现阶段出版产业出现的各种图书价格问题,研究完善图书价格机制的策略和方法。论文共分为五个部分。第一章为绪论。提出了选题背景和意义,以文献综述的方式概述图书价格现状以及图书价格策略的研究,引出图书价格的定义及职能以及图书定价的基本方法。第二章探讨了历史上我国图书定价的方式方法以及新中国成立后图书定价机制的变革,着重分析了改革开放以来图书定价机制的三次演变,及其特点、规律和问题。研究认为,三次书价改革不是独立存在的,是伴随着我国计划经济向市场经济转轨、市场经济进一步发展以及出版产业改革而进行的,为出版产业向市场化转型铺平了道路。第三章从价值成本、市场供求、经济政策入手,对比分析了中外图书价格的影响因素,以及各国图书定价方法的异同。着重对价格机制、财税政策、版权保护和产业链的利益分配等因素进行探讨。第四章提出图书价格是目前困扰我国出版界、出版监管部门及广大读者最为关注的焦点问题之一。探讨了现阶段我国图书价格的状况、存在的问题及原因,指出图书价格不能反映图书价值、价格机制未能体现地区差异和折扣战侵蚀图书出版业总利润三大问题,并分析了问题的形成原因。第五章在前面各章节的基础上,从加快图书出版的市场机制改革、加强政府宏观调控、加强行业自律等方面提出了完善我国图书定价机制的建议,并提出以市场为导向,建立固定价格销售制度。
[Abstract]:The book is a kind of special commodity, namely has the economic attribute, also has the social attribute. Therefore, the book price not only belongs to the economic category, but also belongs to the national policy category. As an important proposition in the publishing industry, book pricing mechanism has attracted the attention of the country and the publishing industry. In the history, our country once had the book price sale record. After the founding of New China, the book publishing system of our country has undergone several major changes, and the book pricing mechanism has been adjusted accordingly, from the stage of free pricing to the pricing by printing sheet, to controlling profits, and gradually liberalizing the book price. Until now, publishing institutions have priced themselves (except for a few books). It can be said that the reform of book pricing mechanism has been accompanied by the development of the publishing industry. Aiming at various kinds of book price problems in the publishing industry at present, this paper studies the strategies and methods to perfect the book price mechanism. The thesis is divided into five parts. The first chapter is the introduction. This paper puts forward the background and significance of the selected topic, summarizes the present situation of book price and the study of book price strategy by the way of literature review, and leads to the definition and function of book price and the basic method of book pricing. The second chapter discusses the ways and means of book pricing in history and the changes of book pricing mechanism after the founding of New China, and emphatically analyzes the three changes of book pricing mechanism since the reform and opening up, as well as its characteristics, laws and problems. The study holds that the three times of book price reform is not independent, but accompanied by the transition from planned economy to market economy, the further development of market economy and the reform of publishing industry, which paves the way for the transformation of publishing industry to marketization. The third chapter starts with the value cost, the market supply and demand, the economic policy, compares and analyzes the influence factors of the book price at home and abroad, as well as the similarities and differences of the book pricing methods in various countries. The factors of price mechanism, fiscal policy, copyright protection and benefit distribution of industrial chain are discussed. Chapter four points out that book price is one of the most important issues which puzzles the publishing industry, publishing supervision department and readers. This paper discusses the current situation, problems and reasons of book price in China, points out that book price cannot reflect book value, price mechanism fails to reflect regional difference and discount and erodes the total profit of book publishing industry. The causes of the problem are analyzed. The fifth chapter, on the basis of the previous chapters, puts forward some suggestions on how to perfect the book pricing mechanism in China from the aspects of speeding up the reform of the market mechanism of book publishing, strengthening the macro-control of the government, strengthening the self-discipline of the industry, and putting forward the market-oriented approach. Establish a fixed price sales system.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235

【参考文献】