Research On International Communication Capability Of Chinese Children's Publishing Enterprises

As an important member of mass media,publishing media has always been in the marginal zone in the study of international communication.Compared with other news media,the media in the publishing field with a long history of development pay more attention to in-depth cultivation and meticulous work.However,the scope of its content transmission is limited,and the transmission speed is slow,and the requirements for the audience's ability to choose independently are relatively high.But all of that couldn't inhibit its profound and long-lasting impact on society.Under the background that China is vigorously promoting the construction of international communication capability,publishing enterprises,as an important subject of market operation,cannot and should not be absent.Children publication as the backbone of China's publishing industry,started its high-speed growth at the beginning of this century.After the "golden decade",the Chinese children's publishing has completed the transformation from "made in China" to created in China",and has become one of the "stepping out" pioneers,with greatly enhanced original ability and increased foreign exchanges.Therefore,it is necessary to take the international communication capability of Chinese children's publishing enterprises as the research object,explore its formation and evolution law,development status and obstacles,and find further improvement strategies,so as to promote the stable and rapid development of the international communication capability construction of Chinese publishing media.Firstly,this paper clearly defines the concept of international communication capability of children's publishing enterprises from the theoretical level,and clarifies its research scope.Meanwhile,three theoretical sources of this study are sorted out,and the formation and evolution mechanism of international communication capability of children's publishing enterprises is discussed,which lays a solid theoretical foundation for the follow-up research.Then,combined with the international communication practice of children's publishing enterprises in China,this paper elaborates the reality from the perspective of international communication process,so as to better grasp the key elements of international communication capability.On the one hand,from the micro point of view within the enterprise,and on the basis of literature and theory,the international communication capability of children's publishing enterprises is deduced from the three aspects(fields)of personal communication,publishing content communication and corporate reputation communication,and the model of key elements of this capability is established.On the other hand,from a macro point of view,this paper puts forward the main restricting factors of international communication capability of Chinese children's publishing enterprises,and points out the methods to transform them into external positive factors that can promote the development of international communication capability.On this basis,this paper designs a three-dimension three-level index system for international communication capability evaluation of children's publishing enterprises,and selects assessment methods and sets up specific general evaluation steps.In the case study,through the information collection of international communication history and the corresponding questionnaire survey of Hubei ChangJiang Children's publishing Group which is a representative one in China,this paper applies the evaluation index system to measure its actual capability of international communication,and analyses the advantages and disadvantages of international communication capability of ChangJiang Children's publishing Group,and proposes its direction of future improvement.Finally,both from the macro perspective of the country and the micro perspective of the enterprise it suggests the strategies to improve the international communication capability of Chinese children's publishing enterprises.