Abstract:

Depression becomes the common status in publishing industry in China especially during the new century, which is facing the following problems: dropping in sale quantity, accumulating amount of stock, dishonest and
virulent competition, the broken of industry value chain, restriction of Chinese publishing system and mechanism, an
d so on. The author points out that the foundamental reply to these problems is to innovate， and expounds that in
novation of contents is the core competitive ability of a publisher, innovation of forms is an effective tool to compete in
the market, innovation in the management is the source of vigor for a publisher, and innovation in the value is the final
aim of publication.