A Study On International Marketing Strategies Of Chinese Books

Along with the ongoing economic globalization, countries have contacted, cooperated and interacted with each other on a more frequent basis. As the needs for cross-cultural communication are growing, different cultural ideas have spread around the world. Under this context, global publishing industry has undergone profound changes. The development tendency and operation model of global publishing industry has also taken on some new changes. Publication resources and elements are allocated worldwide. The power and influence of multinational publishing groups in international markets are increasing indicating that world publishing industry tends to develop in the direction of globalization.Globalization of publishing industry mainly reflects on three aspects:globalization of book market, globalization of book trade and globalization of book production. Firstly, book markets are increasingly global. International book fairs are important channels for publishing companies entering into the world book marketplace. In recent years, all kinds of international book fairs have been held with larger scale, higher frequency and more exhibitors. Also the quality of international book exhibitions has improved constantly. Secondly, international book trade makes the world closer. International book trade is one important part of world publishing industry. On one hand, it shows the global attributes of books. On the other hand, it makes the publishing resources complement among countries. Thirdly, the process of book production is globalized as well. Now, finishing a book has not been limited to one country yet. That means that, for a selected topic, publishing company can utilize the world resources such as materials, fund and labors to finish it. For many publishing companies, from planning book subjects, organizing book content to selecting writers as well as editing, revising, publishing and selling, all are conducted worldwide. This cross-border book manufacturing method has a great significance in optimizing allocation of resources, sharing resources of publication, enriching the culture connotation and establishing the globalized idea. Publishing companies bind the international marketplace together and make the book publishing become one global event.Since China’s entry into the WTO in2001, China’s international book trade has grown steadily. In the recent years, the Chinese government and publishing industry have given more focus and support on book trade in order to promote the globalization of China’s publishing industry. Under this good environment and condition, the book trade of China has got a rapid development and the book copyright trade of China has gone mature gradually. They indicate that Chinese publishing has been going global gradually and becoming internationalized.However, globalization of Chinese book industry is still in the initial stage. During the process of going global, there are many unfavorable factors restricting the course of going global, such as the low degree of marketization in Chinese publishing industry, lack of advanced book marketing awareness and book marketing methods, as well as lack of overall analysis of world book market etc. Chinese publishers have realized the more important role marketing plays in book market. It is necessary for Chinese publishers to carry out overall marketing activities from enhancing book marketing awareness, comprehensively analyzing the international book market, and selecting appropriate marketing strategies and distribution channels.At present, there is a great lack of detailed and systematic studies on international marketing strategies for Chinese books. This paper aims to apply the advanced marketing idea and theory in the operation of Chinese books industry,render some theoretical directions and strategic support to Chinese publishers and promote the integration of good Chinese books into the world.In this paper, with an integrated use of research methods, including literature review, quantitative research, and case study approach, the author makes a comprehensive analysis on the status quo of the Chinese books going global, in order to give Chinese publishers an overall view of export situation of Chinese books from three aspects:the export scale of Chinese books, the export structure of Chinese books and the export destination of Chinese books. Based on the SWOT analysis of Chinese books, the author systematically analyzes the strengths and weaknesses, as well as the opportunities and challenges Chinese publishers faced in international book market. Further, this paper puts forward the Target Market Segment Strategy and International Marketing Mix Strategy for Chinese publishers entering international market.After analyzing export situation of Chinese books, it is found that Chinese book trade has improved greatly. The export scale has grown rapidly. The trade deficit has decreased gradually. However, many problems still need to be settled. Firstly, the export structure of Chinese book contents is in the state of imbalance. The contents of Chinese books going global are still focused on traditional subjects, such as Chinese literature, culture, history, medicine and art. While the export scale of Chinese books about nature and science and technology is very small. Single export structure makes many excellent Chinese books lose competitiveness in foreign market. Secondly, because Chinese is not wide spread as English in the world, Asian areas have been the main export destination of Chinese books for a long time. The target readers of Chinese books which are published in Chinese mainly refer to Chinese people living abroad, people who conduct researches on China or Chinese culture like researchers, scholars, students and sinologists as well as foreign people who are curious about China or interested in Chinese culture. Thirdly, China has published a large number of Chinese books by translating them into foreign languages recently. However, the book contents can hardly match with the target market demands. In addition, due to poor quality of translations, Chinese books have small influence in the mainstream culture. Fourthly, marketing channels of Chinese books are too narrowed. China has not had smooth and diversified international distribution channels yet. Chinese books export overseas only through limited platforms. For example, China exports ready-made book products mainly though some large book import and export corporations, as well as other similar intermediaries. While the export of Chinese book copyright overly depends on some international book exhibitions. At last, China lacks of world brand books. By the end of2012, China has580publishing houses, which export13million Chinese books and7568book copyrights annually. Only few of them can make an international influence.Although Chinese books have above weaknesses, economic globalization, China’s rapid economic growth as well as support from China government bring opportunities for Chinese publishing industry. They should seize opportunities, exploit their own advantages and avoid the weaknesses. Also it is necessary for them to select appropriate target markets and target readers. By geographical location, the international target markets of Chinese books should be Asian market, North American market and Europe market and other markets.After selecting the international target markets, Chinese publishers can develop appropriate international marketing mix strategy to enter into target markets, such as branding strategy, promotion strategy and marketing channel strategy, in order to enhance their competitiveness in international market.Subjects are the core part of book production. There would be no good books without good subjects. The first step for Chinese publishers implementing brand strategy is to plan book subjects carefully. Book subject planning needs to consider the cultural background of foreign readers, including foreign readers’religious beliefs, customs, reading habits and aesthetic tastes. Since Chinese is not the common language in the world, most of Chinese books presented to foreign readers are the translation versions. That means the quality of translation determines the quality and international influence of Chinese books in the international market. Good translations are also acted as a key factor in branding strategy. How to guarantee the quality of translations? The author makes the following advice: Encourage sinologists who love Chinese culture to translate Chinese books; the cooperation of Chinese and foreign translators; Cultivate domestic proficient translation talents. As successful branding has become vital to a company’s growth, more emphasis has been placed on the role of innovative design of books. Appropriate design can help books to attract customer loyalty to the imprint or the author. Chinese publishers should change their concepts and design and print books from the aesthetic point of foreign readers. Brand identity is also a key element in book branding. Chinese publishers should make an overall plan for the indent of their brand books.Although companies have readily marketable books, if readers know nothing about them, they won’t sell well. Promotion can help customers know the profits which books or service will bring, induce readers’ demands, and inspire readers’ desire to purchase and turn the desire to purchase behavior. Chinese publishing companies can promote Chinese books overseas by the following tools:book catalog, personal selling, advertising, sales promotion, and public relations.Distribution is one important link in book marketing because book products are of no use unless there is a system that works as far as it is able to give the prospective readers more and better opportunities of seeing and buying books. The author thinks the marketing channels of Chinese books should be diversified and networked. This paper summarizes six popular distribution channels which are widely accepted and used by foreign publish companies while Chinese publishers seldom adopt. They are direct channel, retailer channel, wholesaler channel, agent channel, book club channel, library supplier channel and online bookstores channel.Over5000years of historical and cultural accumulation, China possesses abundant cultural resources. Book acts as one of the most important media during the process of culture communication. Chinese books’ going global will enhance the international competitiveness and international influence of Chinese culture. Marketing plays a major role in Chinese books’ overseas sales. China’s publishers planning to expand overseas need to use various international marketing strategies promote the sales of Chinese books.