When the "Fat private" and "harm far", the impact of cultural products output ability

"than the hand ruthless, than Morpheus, not afraid of much more, afraid to Rob, E-books, the full 0 yuan, limited to 3 days." "April 17, Dangdang announced that, in addition to a few varieties, other e-books are free to download." This "severed arm marketing" strategy attracted rival Jingdong mall's counterattack, "free who did not? Good book you did not!" Soon, Jingdong Mall rushed online 50,000 of e-books for free download.

Controversy: No communication with all publishers in advance, a writer has submitted a letter of Attorney

The two big electric dealers "The wits", lets the reader smile. "Download free ebook" Calls, spread quickly on the network.

However, "0 yuan Sale book" but invite the cooperation side dissatisfaction. According to the introduction, Dangdang's E-book sales and publishers and the author according to income divided into settlement, once the free download will cut off the cooperation side of the money. According to media reports, the fruit and wheat culture says that writer Fengtang has submitted a letter of attorney to Dangdang.

Although Dangdang announced "with the publishing house has some communication", but according to the reporter to understand, Dangdang did not get all the publishing house authorization. People's Literature publishing house digital publishing and science and technology director Zhao Chen said, they are only afterwards know Dangdang electronic book free download, "although we will sometimes participate in some promotional activities, but will not come up with all the books to participate in the ' price war ', download e-books without paying, we can not explain to the author. ”

After the communication with Dangdang, the people's Literature publishing house of the relevant ebook has been off the shelf. Dangdang also communicates with us the issue of compensation, after which we will divide the compensation with the author according to the agreement. "Zhao Chen said.

Li Changqing, a professor at Peking University's Department of Information Management, believes that as an enterprise, promotion is a matter of understandable concern, but the key is the legality of this promotional act. "Only by obtaining the authorization of relevant publishers, protecting the legitimate rights and interests of relevant authors, and effectively coordinating the three interests of authors, publishers and electric dealers, can only be ' severed '." ”

Hidden danger: Because of "fat private" and "harm far", affect the output ability of cultural products

In fact, it is not the first time that electricity dealers have "melee bids". Dangdang this launch "free download", in the Hundred road network President Cheng, is a short-term promotional behavior, mainly for its May launch of the reader to do preheating.

According to the survey data, only 9.4% of readers will buy paper books after they have read e-books. "Free downloads of e-books and discounted sales entities are particularly damaging to the publishing industry," he said. "Cheng three believe that e-books will inevitably affect the sale of paper books, thereby affecting the publisher's" output "ability, in the long run, but damage the interests of the book dealers.

According to the introduction, a lot of book dealers low book prices, high discounts, mainly through continuous pressure on publishers, rather than through the expansion of the market. "Good cultural products need to be put into cost, good writers need high royalties." If publishers repeatedly sell profit space, there is no money to produce high-quality publications, in the same time, readers can not read good books. "Beijing University Press Marketing center business director Du Yiqing worried about this."

Some people in the industry said that the electric business "severed arm marketing" is due to "fat private" and "harm far." "The key to the development of the cultural industry is to protect the creation, which must be achieved by protecting the creator's legitimate rights and interests." "Under the current circumstances, many of the agreements signed by authors and publishers are not regulated by electronic publishing, lack of relevant legal protections and market respect," Li Changqing said. ”

"What we need is a good, affordable, competitive, not monopoly, benign book market," he said. "Li Changqing bluntly," the power of the arm of the dealer, not their own arm, is a benign book market arm. ”