A Research On Going Global Strategy For Chinese Publishing Industry

China’s publishing industry has experienced 60 years of stormy development since the People’s Republic of China was founded in 1949. Meanwhile China’s publishing unit has experienced the evolution from institutions, institutions with enterprise management to corporate restructuring. As the publishing industry has a significant ideological characteristic, it has been seen as an adjunct to the Party and government organs for a long time, too much emphasised on its political and indoctrination functions. The report of the sixteenth national congress of CPC clearly stated that concept“cultural industries”, and emphasized that:“we should boost the development of cultural industries under the conditions of market economy and prosperity of socialist culture, and satisfy the people’s spiritual and cultural needs”.We believe that China’s publishing industry is an important part of cultural industries, and is a new growth point of China’s national economy in the industry growth period.Publishing industry as an sunrise industry has played an important role in the economic development of many countries in the world. Publishing industry is not only a domestic demand driven, but also there is external demand pull. "Going global" not only means to go out of the economy and culture, we should re-consider the context of globalization, the development path and development model of China’s publishing industry.Contemporary "going global" of China’s publishing industry is facing five key issues:(1) the pains that China’s publishing industry generated from the transition as a national monopoly industries into a market economy hasn’t disappeared; (2) the foreign publishing group began to set foot in China, but the Chinese publishing company’s strength can not match it; (3)the lack of talent about copyright trade, translators has become bottleneck of China’s"going globle"; (4)with the continual emergence of new technologies, the global people’s reading habits began to change in the context of modern life; (5)not only the publication of our industry organizations, but also the copyright intermediary agencies don’t play their due role.China’s accession to WTO has brought the challengs and opportunities in 2001.It is a formidable task for China’s publishing industry to seize the opportunity to reform vigorously, accelerate development, improve the strength of our publishing business in order to "going global" successfully.In this paper, a series of issues about China’s publishing industry "going global" strategy is disscussed through research and analysis.Firstly, many constraints which China’s publishing industry "going global" strategy would face in the implementation process are summarized in the paper China’s publishing industry is requested by the central government to restructure and undertake joint-stock reform and listing, this reform is being fully carried out; the domestic publishing market has not yet fully liberalized, publishing enterprises work as a national franchise, operating with less risk while profit margins large, the process of "going global" is relatively slow because the momentum for expioring international business is insufficient.We also analysis these factors, for example, China’s publishing industry management system, market structure, and publishing groups, intermediary organizations of the state.Secondly, China’s publishing "going global" has three main modes now: first, the export of publications increase yearly from the statistical data, but the market share in western publications, and minimal impact are very weak, we should increase the sale of foreign language books, expande the sales outlets and marketing channels. The second is the copyright output, which is currently the main form of "going global", China’s output needs the improvement of the content so that we can get a break through the innovation barriers and western cultural differences, we also should carry more publications content through copyright trade into the western main society. Third, foreign direct investment. China’s publishing enterprises will have to get directly involved in the international competition, run overseas publications, then we can establish directly some new or acquisitions of overseas publishers, etc. All those efforts will achieve success for China’s publishing industry in publishing traditional territory of the world.Again, the paper draws on the experience of the foreign developed countries, such as the publishing industry of the U.S., the United Kingdom and Japan. Based on the analysis of the publishing industry"going global" model and experience, I found that they also have common characteristics, although the United States emphasizes the output of publications, the British focuses on book exports with a strong advantage, and Japan focuses on animation industry development. The common characteristics lie on:first, the publications exports, copyright trade and capital-exporting are integritied to a joint, and go hand in hand to promote their own publishing industry "going global"; second, all of them overcome three kinds of bottlenecks, including the native language education and promotion, international markets, choice and localization operations; third they relay on three kinds of power, that is, the relevant government departments, the industry’s own development needs, high-tech related fields.Finally, the paper illustrates the countermeasures of "going global”about Chinese publishing industry: government support, including financing, taxes, etc；cultivating the export-oriented high-level talent; to build the main publishing business by means of market, mergers and acquisitions; using new technologies and developing digital publishing to promote publishing enterprises "going global" and so on.Based on the cultural industries, cultural diversity, cultural soft power and the theory of competitive advantage, by the use of case analysis, comparative analysis, the main qualitative and quantitative research methods, the papert is supplemented by combining our national conditions, according to the status of China’s book publishing industry.So the paper is trying to find a development road of "go global" and form my own ideas for reference.