Institutional innovation gives birth to market players.
Entering the 2nd/kloc-0th century, especially since participating in the pilot reform of China's cultural system, with the strong support of Publicity Department of the Communist Party of China, the General Administration of Press and Publication and the Liaoning Provincial Party Committee and Government, Liaoning Publishing Group Company has firmly and steadily embarked on a landmark reform journey:
The first step: "separation of government and enterprise, separation of political affairs." In March, 2000, Liaoning Publishing Group Company was established, and it was clear that the main goal of reform and development was to make the system and mechanism enterprise-oriented. It became the first industrial group company in the national publishing industry to truly realize the complete separation of government and enterprise, and to obtain the authorized operation of state-owned assets. According to the publishing industry chain, the group company implements the overall promotion, intensive management and professional development of editing, printing, distribution, printing material supply and other member units to achieve economies of scale.
Step 2: "Industrial structure and standardized operation". Liaoning Publishing Group Company adheres to the correct publishing orientation, the supremacy of social benefits and the special attributes of spiritual products, and at the same time follows the laws of market operation, and uses modern enterprise system to standardize and straighten out a series of basic relations among the group company, member units and all employees. Establish a correct publishing direction, budget management, financial operation, asset management, investment and development, marketing and other 5 1 modern publishing management system with industrial characteristics to ensure a sound, standardized and efficient industrial operation system. Taking the unification of social benefits and economic benefits as the standard, the internal operating entities of the group company are merged, reorganized and revoked, so that the publishing resources are optimized.
The third step: "standardize transformation and change identity." In 2004, according to the deployment of the central cultural system reform pilot and the requirements of the Liaoning Provincial Party Committee and the provincial government, Liaoning Publishing Group Company successfully completed the overall restructuring, completely abandoned the "shell" of public institutions and built a seemingly integrated modern enterprise. Han Zhongliang, president of 5 1 year-old and editor-in-chief of Feng Chun Literature and Art Publishing House, told the reporter that more than 2,000 editors, printers and distributors of the whole group company were all stripped of their state-owned status, and changed from "national cadres" and "institutions" to "social people". Supported by the supporting policies of the Liaoning Provincial Party Committee and the provincial government, the group company set out from reality, put the policies in place, and carried out divestiture and diversion according to different situations, thus reducing the burden on the transformed units. At the same time, the group company has handled social insurance for all employees on the job to ensure that employees enjoy pension, medical care, work injury and maternity insurance stipulated by the state. Due to careful design, meticulous work, transparent policy and sufficient guarantee, the personnel reform of identity replacement in the whole group company has always been stable and orderly.
At the same time of system innovation, Liaoning Publishing Group Co., Ltd., supported by high technology, built a publishing platform in line with the international advanced level in one step. Many Shenyang citizens never imagined that the publishing intelligent building located in the city center not only laid special optical cables, but also directly connected with three satellites. From editing the manuscript to completing the book and putting it on the bookstore counter, the shortest time is only 7 days; The publication distribution center located in the southeast corner of the city distributes 600,000 kinds of books, realizing the digital, networked and intelligent operation of logistics, business flow, information flow and capital flow. From the central city to the border city, readers can usually get the books they expect within 48 hours; In cooperation with American companies, the group company developed the standard Chinese e-book Pocket Study by using the most advanced digital technology in the world publishing industry, and took the lead in making e-books in the domestic publishing industry. The group company introduced advanced POD digital printing equipment, which solved the problem of high cost and difficulty in traditional printing and publishing short-edition books. An old publisher said with emotion that in Liaoning Publishing Group, the concept, carrier form, means and methods of disseminating content of the traditional publishing industry have all undergone brand-new changes.
Content innovation realizes double-effect unification
Publishing, like other cultural industries, is a content industry. The key to content innovation is to integrate publishing resources, operate and reconstruct according to market rules, and gradually form book products with great social influence and market competitiveness, and participate in competition through brand advantages to obtain the best social and economic benefits.
Feng Chun Literature and Art Publishing House is an influential literature and art publishing unit in China, with a cumulative distribution of 6 million copies of Cloth Tiger Series. But what the outside world doesn't know is that before the establishment of Liaoning Publishing Group, Feng Chun Literature and Art Publishing House was insolvent. After the change of system and mechanism, Feng Chunshe's editors think not only about what books to compile, but also about what books have strong market competitiveness, what books will be reprinted continuously, and what books will maximize social and economic benefits.
Under the well-planned topic selection and market-oriented marketing strategy, Feng Chunshe's novels Secretary of the Provincial Party Committee, Fantasy City and How Many Flowers Fall in a Dream have occupied the forefront of the national best-selling novels list for three consecutive years. Feng Chunshe's "Youth Literature" series books have formed a best-selling cluster, and the market share has exceeded 18%. The little cloth tiger series published for minors is called "green reading" by many parents. More than 40 kinds of complete series have been published, and the gratifying results have been achieved that there is no stock, no return and 100% reprint.
For a long time, the huge demand for textbooks in primary and secondary schools has supported the basic scale of China's publishing industry. According to statistics, the national textbook code once accounted for half of the total book code. Liaoning Publishing Group took the lead in setting up a textbook publishing and distribution center, separating textbook publishing from the main business of books, and concentrating all the textbooks published by the publishing house for many years in the textbook publishing and distribution center. For publishers who are used to relying on "textbook milk" for survival and development, they should wean themselves, put them all on the market, earnestly practice "internal strength" and ask the market for benefits.
Because of adhering to the development strategy of quality and efficiency and strengthening brand awareness, all publishing units under the group company have made every effort to enhance the core competitiveness of their main business, strengthened the planning and publication of key books, and published a number of well-received and popular double-effect books. Feng Qiyong's masterpiece A Dream of Red Mansions was published by Liaoning People's Publishing House. Only one year after listing, 25,000 books with a price of 296 yuan were sold out. In recent years, Liaoning Science and Technology Publishing House mainly deals in design books such as architecture, graphic design and packaging, and the profit from exporting books accounts for nearly 40% of the total profit of the whole society. China Readers published by Liaoning Education Publishing House has created a national miracle of 654.38+006.3 thousand copies, and it is also the first "Five-One Project Award-winning Book" to enter the mainstream book market in Europe and America. Liaoning Fine Arts Publishing House, aiming at the market demand and taking the hiring of well-known domestic fine arts scholars as its main task, has compiled such key books as China Fine Arts College Entrance Examination Teachers' Guidance Series and China Fine Arts College Entrance Examination Network Series, which have become famous in the market segments and are welcomed by readers.
Statistics show that since the establishment of Liaoning Publishing Group Company, the publishing efficiency and benefit have been significantly improved: 454 books of the Group Company have won book awards at or above the provincial and ministerial level; The reprint rate of new books reached 64. 1%, which was 0% higher than the national average/kloc-0. There are 707 books with a circulation of over 50,000 copies; There are 123 kinds that have entered the national bestseller list of different categories; The circulation of the key books of the group company, The History of the Communist Party of China Reader and Heroes by My Side, all exceeded 6,543,800+000 copies, which was the highest of its kind in China. At the largest book fair in Beijing, Liaoning Publishing Group ranked among the best in China for five consecutive years.
Go out and innovate to realize diversified management.
After participating in the pilot reform of the central cultural system, Liaoning Publishing Group Company has always identified "going out" as one of the strategic goals of enterprise reform and development, and has carried out active exploration and practice. Yang Yongfu, director of the book department of Liaoning Publishing Group Company, told reporters that there are three innovative measures for the group company to "go global":
-Join hands with world-renowned publishing companies to innovate cooperation modes. Bertelsmann, Germany, a media giant, was founded in 1835, one of the world's top 500 multinational companies. Liaoning Publishing Group and Bertelsmann established Liaoning Bertelsmann Book Distribution Co., Ltd. through joint venture and cooperation. This is the first book distribution company jointly established by state-owned capital and foreign capital after China's entry into WTO, and it has fulfilled the national standard examination and approval procedures.
—— Introduce world-renowned cultural brands and innovate business philosophy. Liaoning Publishing Group Company has completed all-round cooperation with the world-famous British Guinness Company through market bidding. After successfully obtaining the exclusive publishing right of the Chinese version of Guinness World Records, it became the only agency certification agency of Guinness World Records in China. With special authorization, Liaoning Publishing Group Co., Ltd. recommended 36 Guinness World Records and related contents in China to the headquarters of Guinness Company for more than two years, and published them in the Guinness Book of World Records published in 22 languages and distributed in more than 80 countries and regions around the world. Last year, in June+10, 5438, at the Frankfurt International Book Fair, which is known as the "Olympic Games" of the world publishing industry, the two partners awarded the Guinness World Record Certificate for the world's longest genealogy-China's Confucius genealogy and the most gender-conscious writing-China's female script, which spread the unique charm of China culture on the international stage.
-Adhere to specialization, commercialization and diversification, and innovate the "going out" operation mode. With the guiding ideology of promoting professionalism, expanding commercialization and efficiency, Liaoning Publishing Group Company has established a diversified business model and efficiency model of "going out" into the international publishing market through in-depth exploration and practice. Formed the export of finished books, copyrights, titles, cooperation, manuscripts, editions and OEM. According to the different needs of foreign publishers and distributors, Liaoning Publishing Group Company not only adopts the mode of "topic selection planning and market distribution are both abroad", but also adopts the operation mode of "one head is outside", that is, market distribution is abroad, topic selection planning, soliciting contributions, editing and printing are carried out at home.
Liaoning Publishing Group Co., Ltd. exports China culture in a commercial mode, focusing on "export-oriented" books that meet the needs of the international market. It has distinct characteristics of China society, Chinese nation and China culture in the topic selection, and highlights international standards in production. China Readers, China Society Series in the Transitional Period, Witness to Japanese Colonial Education in China, Accept Life and other books that won the Lao She Prize for Literature, as well as the series of Chinese Style, are all favored by foreign publishers and distributors.
Liaoning Publishing Group's "going out" achieved two great leaps in two years: the sales in 2003 was only 5 million yuan, in 2004 it increased to160,000 yuan, and in 2005 it exceeded 30 million yuan.