China's Book Publishing Industry

Table of Contents

LIST OF FIGURES 4

LIST OF TABLES 5

EXECUTIVE SUMMARY 7

INDUSTRY REGULATION 9

POLICY AND LAW 9
BOOK PUBLISHING 9
PUBLISHING DISTRIBUTION 11
SUPERVISING BODIES 11
GENERAL ADMINISTRATION OF PRESS AND PUBLICATION (GAPP) 12
CENTRAL PROPAGANDA DEPARTMENT (CPD) OF CPC 13

MARKET SITUATION 15
OVERVIEW 15
PUBLISHING HOUSES 16
PUBLICATIONS BY CATEGORY 17
BUYING PATTERNS 22
IMPORT 23
COPYRIGHT TRADE 24
INTERNET PUBLISHING 25
BOOK DISTRIBUTION 26
ONLINE BOOKSTORES 28

OPPORTUNITY ANALYSIS 30
REGULATORY ENVIRONMENT 30
PUBLISHING 30
DISTRIBUTION 30
GROWING MARKET 32
GENERAL 32
BY CATEGORY 32
DISTRIBUTION 34
COMPETITION 35

STRATEGIC CONSIDERATIONS 37
ENTRY MODE 37
IMPORT 37
COPYRIGHT TRADE 37
NON-PUBLISHING-JOINT VENTURE-BASED CO-PUBLISHING 38
JOINT VENTURE PUBLISHING COMPANY 39
PARTNERSHIP 40
IPR PROTECTION CHALLENGES 41
PIRACY 41
PLAGIARISM 41
REMEDIES AGAINST COPYRIGHT PIRACY 42

OPERATIONAL ISSUES 44
ISBN 44
IMPORT 44
COPYRIGHT LICENSING 45
DISTRIBUTION 45
PRINTING 46

CASE STUDY: BERTELSMANN IN CHINA 48
EARLY BIRD 48
STARTING POINT 48
DEVELOPMENT 48
BOOK CLUB MODEL 50
LOCALIZATION STRATEGY 51
SUCCESS FACTORS 51

APPENDIX ONE: GOVERNMENT CHART OF THE PEOPLE’S REPUBLIC OF CHINA 53

APPENDIX TWO: RELEVANT LEGISLATIONS 55

REGULATIONS FOR THE ADMINISTRATION OF THE PUBLICATIONS MARKET 55
MEASURES FOR THE ADMINISTRATION OF FOREIGN-INVESTED BOOKS, NEWSPAPERS AND MAGAZINES DISTRIBUTION ENTERPRISES 70
REGULATIONS ON THE ADMINISTRATION OF THE PUBLISHING INDUSTRY 75
INTRODUCTION TO CHINA CONCEPT CONSULTING 88