Book distribution in Japan has developed by utilizing the magazine distribution channel. The magazine distribution system has characteristics of a limited number of products, mass production, sales during a given time period, and no reprints. Book distribution has benefited by this magazine channel but several major problems remain.
For example, most Japanese publishers rely heavily on wholesale distributors, and few publishers have their own distribution capability. Under the return sales system, the wholesale distributor, based on his past accumulated data, allocates copies of a new title to his client bookstores. As a result, books are delivered to retail bookstores daily even though they were not ordered by the store.
Changes in the reader's purchasing patterns, and in the system of the deregulation in the channel, the share of information in the distribution channel, telemarketing through the Internet, enlargement of retail shelf space, specialization trends, all of these greatly affect the existing market structure. The purpose of this presentation is to observe the changes that have been brought about by these factors at the following levels: bookstores, wholesale distributors, publishers and readers.
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