The Study On The Strategy Of Chinese Books "Go Abroad

Along with a huge influx of foreign books coming into domestic market, the hot sale of bestsellers as Harry Potter series and The Da Vinci Code greatly impact Chinese publication, and book industry in China is not only limited in simple changes of number of copyright business. Culture is the important component of national soft power; its influence should be paid much attention to in today's globalizing society.In July 2005, China came into carrying out "China Book International" plan in order to popularize Chinese traditional excellent culture internationally and it became the first step of strategic progress of Chinese books going abroad. Due to the plan, Chinese national government began to organize representation to participate in Frankfurt Book Exhibition. The international books exhibition, the grand meeting for international book industry, is divided into books on specialized subjects and books on comprehensive and common subjects while Frankfurt International Book Exhibition is the latter. As one of the important links, these book exhibitions are in unique position and have special content. On this occasion, that Chinese books go abroad certainly need this fatal and essential world stage. Therefore, with international book exhibition as the carrier and platform, to analyze and study questions related to that Chinese books go abroad is necessary.Considering China's participation in Frankfurt International Book Exhibition from 2005 to 2009, though copyright business was growing annually and successful cases about "going abroad" were recorded, copyright output, in general, can hardly compares with copyright input. Only a few achievements in "going abroad" have been made. Compared with foreign books going abroad successfully, the popularization of Chinese books confronts a large amount of problems and difficulties, such as differences between eastern and western cultures and ideologies, inadequate capacity for initiative literary creation, imperfect structure and function of translation, inexplicit market target of readers, lack of understanding the global market and sales channel, etc. These problems cannot be ignored by publications in China and certainly become major of the paper's issue.Why can foreign books like Harry Potter series and The Da Vinci Code become popular bestsellers with Chinese readers? What can be learned by the hot sale? Why it is difficult to trend into the global market even with a huge amount and various kinds of books in China? And how are Chinese books promoted by participating in the international book exhibition? In accordance with arrangements for China's participation in Frankfurt International Book Exhibition, the paper tries to search for sequence of development of Chinese books going abroad and give rational analysis, propose certain constructive ideas on topic selection, initiative content, copyright business, cooperation across countries, talents introduction, digital publication etc. considering problems within the process of going abroad in order to supply practical strategy for the development of publication in China.