The Research On The Implementation Of "Going Out" Strategy Of China Publishing Enterprises

Under the background of globalization and improvement of cultural soft power,china has determined the development strategy of going out. In recent years, chinahas witnessed the remarkable achievements in carrying out going out strategy bygovernments’ leading and entrepreneurs’’ joint force. However, there are also problems.How to solve these problems and explore the new model, new ways and new measuresfor entrepreneurs are a brand new subject.This paper based on the theories of medium operating management andcommunication studies, started with the current situation of carrying out going outstrategy for publishing entrepreneurs in china, firstly analyzes the three phrases ofgoing out strategy for Chinese publishing entrepreneurs. They are stages ofexploration, surmounting and reaching the climax. Secondly, it explores thecharacteristics of going out strategy from four aspects of products, copyright, brandand project. Thirdly, it concludes the current achievement in carrying out going outstrategy which includes publication export, copyright cooperation, international bookexhibition, setting up oversee press and cooperating with international press.When carrying out going out strategy, there are also such problems like tradestructure unbalance, not well-organized investment system, flat internationalmarketing channel and lacking talents for publication. To solve these problems, thispaper puts forward some measures to perfect the going out strategy for publishingentrepreneurs. It recommends strengthening innovation for products, enhancingcopyright outputting power, realizing diversity of outputting and developing goingout strategy for emerging market. At first, in order to establish sound investment andfinancing system, we should be aware of transitional capital operation, increasefinancial support to publication enterprise, and strengthen the cooperation dynamicswith the folk capital. What’s more, international marketing channels have beendeveloped by expanding the international mainstream marketing channels andinnovating the going-out marketing channels. Finally, considering the aspects ofcultivating the international ability of the local talents and increasing the introductionof the export-oriented talents, we can improve the personnel training and introductionsystem.