Study On The "go Global" Strategy Of China's Medium-and-small Sized Press

Throughout history, the publishing industry has born glorious mission for passing on our ancestor's history and culture, dissemination the advanced science and technology. The fission-chain-reaction development of information industry enables us to acquire knowledge in diverse ways. As an old member of culture industry, publishing houses have to face new competitors and an over-competitive market. Our Government takes the "go global" strategy more and more seriously. Therefore, some of our large press corporations have been actively carrying out this strategy, gradually joining in international publication groups. The"go global"strategy will greatly strengthen China's publishing industry. Medium-and-small sized presses, as the majority of China's publishing houses, cover many types of presses. It is significant that these presses could implement"go global"strategy for enhancing Chinese publishing industry's competitiveness.The paper takes the enterprise internationalization's correlation theories as the support, and analyzes the internationalization development of China's medium-and-small sized presses, and contains seven parts.Partâ… : Introduction. Analyze the study's background and significance, purposes, contents, research ideas and methods, the innovation and the key issues to be resolved.Partâ…¡: The theory uses for reference and literature review. Expound the theory of international enterprises; review the literature of the international publishing industry.Partâ…¢: The current situation and internationalization development connotation and significance in China's medium-and-small sized presses.Partâ…£: The"go global"strategy current situation. Analyze the situation mainly from five aspects: the idea, the modes of operation, the structure, the product target market and content, the related mechanism and the coordinated sets of measures.Partâ…¤: The Five Forces Model analysis. Analyze existing competitor, potential competitor, alternative, supplier, and customer.Partâ…¥: The solutions of speeding up China's medium-and-small sized presses go global. The government shall further greatly support the medium-and-small sized presses go global. The presses shall focus on how to improve their strengths, how to differentiate the market and set up localization strategy, how to build prominent specialized features and outstanding superior brands, and how to consummate the related mechanism and the coordinated sets of measures.Partâ…¦: The conclusion.