微观经济学论文

宁波大学考核答题纸

（2014—2015学年第一学期）

课号：011R02T0G 学号：146370056

课程名称：微观经济学 姓名：徐鹏 得分

改卷老师

The present station and development of Chinese book market As we all know ,the book market has a long history because people need it to exchange books and get knowledge and information from books .But the book market get into trouble with the change of reading method .Next I would like to use some principles of Microeconomics to do some analysis and give some guesses about Chinese book market.

As we all know ,the premise of forming a market is demand, and then factory would produce the product ,buyers and sellers will trade in the market .In recent years ,more and more people choice to get information in the internet ,so the demand of book decrease sharply .In addition ,We can regard reading online and book as substitutes ,the quantity of book decrease because the price of reading online is too cheap .In order to use the least cost to get the most profit ,most of buyers would like to read online .On the other hand, owing to books are not necessities and it’s demand and supply are all elastic which means once appearing the substitute of book ,the book market will change a lot and step into trouble.

What’s more ,since China joined in the World Trade Organization in 2001,more and more foreign books into Chinese book market, which makes market more competitive .And foreign books own better quality and more demand ,so they quickly occupy some Chinese book

market share .Chinese book publishers choice to lower the difficulty of publishing book to encourage more people to write books ,which would let them get more kinds of books to interest customers and get more profit .However, publishers’ method fail ,because customers maybe need only one book in one kind of book and the speed of publishing books is faster than the speed of selling books .The demand is less than supply ,so too many books are unsalable and are stored by the publishers .Publishers don’t have enough money to continue producing and go bankrupt step by step.

When the book market get into trouble ,the government would take some measures to save it .Because book is useful for government to become powerful before book market disappear completely. As is usually the case ,the government would like to decrease the tax of publishing books in order to increase market transaction .Because of the existence of tax ,the price of books will increase ,the demand will decrease ,the market transaction will decrease ,consumer surplus will decrease ,and result in deadweight loss .In addition ,the government will spend more energy to break up book piracy to make the quality of book better which could make more people into book market .Sometimes ,the government will set trade barrier to decrease foreign books into China ,for example ,decreasing the book import quota ,increasing the book import tax and so on.

Owing to reading online market is not perfect and people haven’t change the reading method complete ,so ,the book market still exist and even keep booming in the past few years .Though I can’t get some useful data in the internet owing to some companies’ protection of commercial secrets ,I still get some information about book booming in some public reports .From these reports ,it’s not difficult to see that the whole book market is shrinking ,but the total profit is increasing . Especially from 2012 to 2013 ,Chinese writer moyan become the winner of the Nobel Prize in literature, which make moyan’s book more popular and make more customers buy his book ,and then let book market entry to a big climax . Some publisher still think that Chinese book market is setting on the top of gold mountain . However ,in my opinion ,book will out of competitive market with time goes by.

For the whole society, reading book is a kind of positive externalities .Firstly ,as the symbol of national culture ,books are need to prove the history of a people ,a nation ,a country ,especially a country with a long history .And then ,book is used to impart knowledge and play a important role in elementary education .The government need books to improve the quality of

citizens .Finally ,book is the important product of the human

spiritual civilization and can’t out of the history stage. And in my

opinion,

book is can’t be replaced by electronic reading completely .For example , book collectors can’t leave the book market even though book is expensive .So ,the book market can’t disappear in the next few years ,but the station will be more and more difficult .

Book publishers must change the way of management to survive and develop ,they can’t depend completely on traditional trade mode such as only selling book at a store .They should make great efforts to build a store-internet system to achieve the convert of book and electronic reading which could expand the source of profit .On the one hand ,book publishers could search great writings and writers on the internet market ,and then come out the great writing to interest book collectors .On the other hand ,book publishers cold put the book into internet store like taobao ,yamaxun ,dangdang and so on ,another way is to type the book on the internet to charge for reading ,which could expand distribution .All in all ,book publishers should occupy the internet market as fast as they can in order to be in a good position in the future instead of out of the market .

As for the final result of book ,it may be collected by the library which is managed by the government .It lose excludability and rivalry in consumption and become public goods .Anyone could use any books

with free ,and the government could spend some money from government receipts on the library reform and book protection in order to keep books’ positive externality .Writers could write on line to enter money ,publishers could get profit from the transaction between the writers and readers .And the government would set some printing houses to update the book in the library .The development of electronic reading is good and build a perfect competitive market.

In fact ,the essence of electronic reading’ rising is the process of human spiritual civilization carrier .It’s can’t be stopped by anyway ,so ,we can only meet the trend of the times and seize the opportunity to develop ourselves .Of course ,where is the opportunity, where is the competition ,so ,try your best ,and you will be wealthy . In some place of the article ,I do some guess by myself ,I can’t get some useful data on the internet or the data is outdate .so ,I maybe do some wrong guess in the article and I have tried my best to write it .Thank you!