200 1 10 With the consent of the State Council, the General Administration of Press and Publication, the Ministry of Education and the State Planning Commission jointly issued the Measures for the Implementation of the Pilot Project of Bidding for Textbook Publishing in Primary and Secondary Schools and the Measures for the Implementation of the Pilot Project of Bidding for Textbook Publishing in Primary and Secondary Schools. So far, the the State Council Economic Restructuring Office, the State Planning Commission, the Ministry of Education and the General Administration of Press and Publication have issued the Opinions on Reducing the Price of Textbooks in Primary and Secondary Schools and Deepening the Reform of the Textbook Management System. Its main feature is to introduce market competition mechanism, explore a way to adapt to China's national conditions, and make the publication and distribution of teaching materials embark on a more healthy development path. This reform contains a heavy social background.
First, meet the needs of quality education in primary and secondary schools. For a long time, the compilation and development of teaching materials in China has been at a low level, and the educational thought is still constrained by exam-oriented education. Through the reform of textbook publishing and distribution, the ultimate goal of education is to locate at the level of development and innovation, take educated teenagers as the main body of learning, establish a textbook editing and reviewing system suitable for quality education, improve the textbook examination and approval system, and narrow the gap between China's textbook publishing level and developed countries.
Second, the need to popularize nine-year compulsory education. Due to the country's low investment in the publication of teaching materials, the production is relatively backward, and the publication of teaching materials is chaotic, which increases the academic burden of primary and secondary school students and the economic burden of parents, and the community has strongly reflected. By strengthening price supervision, eliminating false high prices, implementing book catalogue management, popularizing affordable teaching materials, and reducing the burden on parents, students from the lowest-income families, especially those in rural poverty-stricken areas, can receive nine-year compulsory education normally.
Third, the publishing industry needs to improve the market competition mechanism. The core of the "two major tenders" is to introduce a competitive mechanism into the publication and distribution, implement a tender system, break the traditional system of designated publication and single-channel distribution, weaken the management function of the government, and strengthen the leading role of the market, so as to ensure the benign development of the publication and distribution of teaching materials.
Fourth, we need to develop and protect the publishing industry of ethnic teaching materials. It should be admitted that the level of teaching material publishing service and trade service in China is low, and there is still a big gap compared with developed countries. Only by introducing market mechanism and improving the overall service level can we effectively guarantee the publishing service and trade service of ethnic teaching materials in China. The main body of textbook bidding is governments at all levels in China, which is essentially a government procurement behavior. It conforms to the exception clauses of WTO's General Agreement on Trade in Services, and may not meet the requirements of most-favored-nation treatment, national treatment and market access.
Challenges and opportunities
The influence of textbook publishing reform on Xinhua Bookstore is global and direct. As a long-term reliance on the planned textbook business model to make up for the loss of general books, Xinhua Bookstore suddenly turned to the most cruel means of market competition for meager profits, which the industry called "storm". It is true that the reform of textbook publishing and distribution will do more harm than good to the current Xinhua Bookstore from any angle, but we must not have an impetuous and negative attitude. It should be noted that this "storm" will come sooner or later. We should have the "Haiyan spirit" to meet the challenge bravely. The challenges we face are mainly in four aspects.
First, the game distribution right is in the form of bidding in the market competition, and the competition will be extremely fierce. Although the advantages of Xinhua Bookstore in talent reserve, logistics system, management experience and information feedback mechanism are not comparable to those of other competitors in society, they can only be said to be relative advantages, not absolute advantages. Textbook distribution is a low-tech labor, and competitors may and have the conditions to surpass Xinhua Bookstore.
Second, the operating cost of bidding will be very limited, and the profit will only account for 5% of the cost, which means that the distribution of teaching materials will change from rich profit to meager profit, and the distribution of teaching materials will be a low-cost and low-profit work.
Third, the reform of textbook publishing and distribution will make Xinhua Bookstore redundant, and some people will engage in other industries or divert.
Fourth, the principles and objectives of the reform are very transparent. The new round of textbook distribution will form a "monopoly" with high risk value at a higher level after fair competition, and the business behavior of the winning bidder will be supervised by the public. A mistake in one link will produce a "domino" reaction, which will impact the next round of competition.
At the same time, the reform of textbook publishing and distribution is both a challenge and an opportunity for Xinhua Bookstore.
First, it is conducive to standardizing the business behavior of textbook distribution, clarifying responsibilities and rights in the form of legally effective economic contracts, and reducing the interference and interference of policies on textbook distribution.
Second, it is conducive to promoting Xinhua Bookstore to intensify the reform of management system and management system, change the management mode attached to teaching materials, shift its focus to general book management, implement diversified management strategy and develop its own strength.
Third, it will help Xinhua Bookstore to change from extensive operation to intensive operation as soon as possible, reduce operating costs and improve its ability to resist risks and profitability.
Fourth, it is conducive to the in-depth development of the educational book retail market. The Measures for the Administration of Teaching Aids in Primary and Secondary Schools strictly stipulates the supply of books in all aspects such as study counseling and examination counseling. Because the demand for supplementary reading materials is still very large, the development of the retail market after the reform will be promising. It should be noted that in addition to paper textbooks and supplementary reading materials, audio-visual teaching materials, teaching software and e-books have a broad market and huge market potential. At present, there is only one textbook for each student in our country. In some developed countries, every student has all kinds of teaching materials and learning guidance materials, as well as learning software packages, including reference books, maps, dictionaries, slides, tapes, computer software and so on. With the continuous development of China's economy and the maturity of educational ideas, people's demand for educational books will also increase.
counter-measure
Facing the fierce competition in the textbook distribution market, we must "start a new business" and take practical measures to ensure the market share of textbooks.
The first is to set up a special class for countermeasure research. Provincial Xinhua Bookstore, as the main body of bidding, should set up a high-level teaching material distribution and bidding think tank accordingly, and cultivate compound talents who know both competition rules and bidding skills. Seriously study the reform policy of textbook publishing and distribution, strategically analyze the competitive environment and pattern, investigate and study possible competitors, and know yourself. On this basis, a scientific bidding scheme is put forward to ensure the reliability, coordination and sustainability of bidding work.
Second, develop team spirit and establish corporate image. Where Xinhua Bookstore at the prefecture (city) level or county level takes Xinhua Bookstore at the provincial level as the bidder, it will affect the overall situation if it does not have the bidder qualification or acts against the bidder qualification. Therefore, subordinate units should have a strong sense of mission and existence, form a strong cohesive force, establish a good corporate image of Xinhua Bookstore and win public support.
Third, it is necessary to integrate the teaching material operation system and improve the core competitiveness. The two key contents of the tender documents are the service quality standard and the tender quotation list, which are the weights to test the competitiveness of bidders. In order to gain a greater comparative advantage in the competition, efforts should be made to improve the core competitiveness: 1) service standards for the subscription, storage, distribution, adjustment, replenishment, retail and settlement of primary and secondary school textbooks should be formulated, quality certification should be carried out, and standardized management should be implemented; 2) Integrate logistics system, network system and financial settlement system to reduce intermediate links and repetitive work, thus reducing production costs and financial costs. Because delivery stores and sales stores only enjoy 5% of the cost profit, if they follow the extensive management methods in the past, I am afraid some stores will even lose money. Therefore, in the process of improving core competitiveness, we should constantly seek innovation and change to form our own characteristics. Only in this way can we give full play to our advantages in the competition.
Fourth, we should coordinate the relationship between Xinhua Bookstore and the public. It is impossible to solve all the problems of textbook distribution in the whole province with only one letter of winning the bid. There are great differences in the economies of different regions, and it is inevitable that new situations and new problems will emerge. In the process of solving the problem, we need to win the leadership of the local government, the support of the education department and the understanding of the parents of the students.