Discussion on the current situation and new develo

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Discussion on the current situation and new development direction of China's publishing industry

if the 30 years of reform and opening up have realized the transformation from a small publishing country to a large publishing country, completed the accumulation of scale and quantity, and the publishing productivity level and industrial development scale have reached the peak of this stage, then the development after 30 years of reform and opening up should focus on completing the transformation from quantity and scale to quality and benefit. To realize this transformation, the old Korean raw material manufacturer has just ordered a complex hp-rtm metering equipment from cannon afros. The extensive development mode has become unsustainable. We must fundamentally change the current situation that the development level of China's publishing industry is incompatible with the country's overall development level and economic development strength, and with the diversified cultural needs of the people. We must change the low industrial concentration, decentralized management With the fact that the competitiveness is not strong, the benefits of book publishing varieties are not high, the degree of marketization is not high, and the ability to resist risks is weak, we should realize the balance of development scale, development strength, development mode, and development quality, promote the innovation of publishing content, publishing format, publishing means, and publishing form, and realize that the growth of net assets is faster than the growth of total assets. The number of reprinted books is higher than that of new ones, and the number of goods shipped is higher than that of goods manufactured, A benign operation mechanism in which the profit margin growth is higher than the output value growth, and advocates a new green publishing concept that represents the future development direction of intensive and quality benefit

what is green publishing? In essence, green publishing discusses the sustainable development of the publishing industry, that is, the current and future development concept, development trend and development mode of the publishing industry. Since the World Commission on environment and development defined sustainable development as a development that can meet the needs of contemporary people and does not endanger the ability of future generations to meet their needs in the report "our common future" in 1987, sustainable development has included two basic elements or two key contents: needs and restrictions on needs. On the one hand, to meet the needs of human survival, on the other hand, to limit the harm to the future environment caused by needs. For the publishing industry, this need refers to the need for industrial development, while the restriction refers to the restriction on the waste or damage caused by the resources and environment that support the development. Food packaging is the field where the film is most used. It should be noted here that the resources that publishing points to are not only tangible material and cultural resources, but also intangible spiritual and cultural resources. The environment that it points to is in addition to the obvious natural environment, There is also the potential human environment. Once the ability required for the development of the publishing industry in the future is broken, it will not only harm the natural environment, but also directly affect the moral system and values that constitute the human environment

therefore, exploring the connotation of green publishing from the deep meaning of sustainable development should include the following main contents

I. main contents of green publishing

1 Green utilization of publishing resources

publishing resources refer to various information and topic selection resources closely related to the publishing activities of books, newspapers and periodicals. From the perspective of production, the resources directly used by the publishing industry are cultural resources. Publishing production is a process in which the value contained in cultural resources is recognized and understood by contemporary society with the help of development. Publishing benefits are generated through the excavation of cultural resources. Therefore, the development of the publishing industry must fully consider the carrying capacity of cultural resources and the adaptability of cultural ecological environment. This includes not only the protection of tangible cultural resources, but also the correct excavation of the internal ideas and value orientation contained in culture. The so-called green utilization is to effectively avoid the cheap erosion and superficial damage of cultural resources caused by the proliferation of pseudo culture, restore the authenticity and profundity of culture itself, and inherit and carry forward it

2. Green production of publishing products

the production of publishing products refers to the whole process of comprehensively using the means of production to collect and develop cultural resources, and then D. the length, strength units and display digits are dynamically interchanged to form material products and services that meet the needs of human spirit and culture. Publishing products are the carrier of the existence and development of the publishing industry, and the production of publishing products is the core link of the development of the publishing industry. The so-called green production includes two aspects: one is the specialization of publishing, that is, to create high-quality products through continuous content innovation, so as to realize the transformation of publishing products from variety and quantity to brand quality; The second is the modernization of technology, that is, through the use of science and technology, the transformation of production mode from high consumption and low benefit to low consumption and high benefit

3. Green cultivation of publishing market the publishing market refers to the tangible and intangible service system that provides publishing products and is the main position for the realization of publishing benefits. The so-called green cultivation is to realize the transformation of publication content from adapting to the market to paying equal attention to guiding the market through the rational use of publishing resources; By standardizing the market behavior of the industry, we can break the unfair competition and realize the transformation of the publication market from disorderly competition to orderly and healthy development

II. Clear up the two misunderstandings of green publishing

1 Green publishing is not equal to environmental protection publishing. As an important part of the cultural industry, the publishing industry has distinct ideological characteristics. Different from the traditional manufacturing industry, the publishing industry belongs to the content service industry. In addition to the characteristics of material products, its value is more reflected in the impact of the content carried by the products on the human spiritual world. As an industry that spreads human civilization and wisdom, content is the foundation for the development and growth of publishing and the premise for the existence of publishing. Green publishing is based on the future development of the industry, so that each link of publishing can achieve a benign development state that is compatible with the development and utilization of resources. It is an overall observation on all publishing activities, such as product production, product quality, production mode, communication channels, etc. It contains two aspects, the first is the proper maintenance of the human environment, and the second is the rational utilization and protection of natural resources. Therefore, as the core link of maintaining cultural ecology, green content is the main body of green publishing. Environmental publishing focuses on the application of environmental protection materials and the improvement of technical means in the production process of products. Its main purpose is to reduce the resource and energy consumption of publishing. It is not only one of the important ways of green publishing, but also an organic part of green publishing

2. Green publishing is not equal to digital publishing

digital publishing is a new publishing industry based on computer technology, communication technology, network technology, streaming media technology, storage technology, display technology and other high and new technologies, which integrates and surpasses the traditional publishing content. Compared with traditional publishing, digital publishing has the characteristics of fast query, massive storage, low cost, rapid dissemination and so on, Due to the digitalization of its content bearing form, its product performance is completely different from the traditional form, and there is no consumption of paper, ink and other resources in the production process, so it is regarded as the most environmentally friendly publishing method at present

in essence, digital publishing is the revolution of emerging science and technology on traditional publishing methods. The changes in product form and communication form show the great influence of technical means on publishing methods, and do not have a significant force on the published content itself. On the contrary, the dependence on content becomes more direct. What it has changed is the product form, communication form and service form of the publication, but it has not changed the product value of the publication itself. Therefore, in the final analysis, digital publishing is a technical publishing method, belonging to the category of environmental protection publishing

in a word, green publishing is proposed for the traditional extensive publishing, that is, a healthy, civilized, economical, environmental friendly and digital intensive publishing form based on the sustainable development of cultural ecology by using modern scientific and technological means. Green publishing contains many contents. It is the correction and improvement of the traditional extensive publishing. Its core idea is a new publishing idea developed with the goal of economic, social, cultural and environmental harmony. It is a new publishing method produced by the publishing industry to meet the needs of cultural ecology, modern science and technology, health and economy

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