Abstract:

The book is an essential tool for reflection, transmission, accumulation and acceleration of both human
thinking and science. Improving the quality of book is an important approach to satisfying the requirement of market,
developing book benefits. Information asymmetry may lead to inefficiency of the market and reverse selecting of consumers. Based on the theory of information asymmetry and the analysis on equilibrium results of quality game, the
authors propose that it is only through reinforcing of the government control, disciplining publishers’ behavior and
establishing credit evaluation system, could both sides of trade achieve the Pareto Optimality.