On The Analysis Of The Cultural Generality Of Book Copyright Output: From The Perspective Of Intercultural Communication

In the age of globalization, the cultural development present diversity,cultural differences also exist at the same time.The book as an importantcultural transmission material carrier, has been an important role in the culturalcommunication.The output of the book copyrights is not only a kind ofeconomic behavior, but also a cross-cultural communication behavior.The application and development of adaptation theory in cross-culturalcommunication, intercultural adjusting theory and the theory of high contextand low context culture is investigated from the perspective of individual togroup, the intercultural communication mode has played a profound guidingrole in the book copyright output.Empirical study has been used in thedissertation to investigate the generality existed in the book titles for copyrightexport,in terms of marketing region, language and the book copyright outputstrategy three angles.Combining intercultural communication theories, it isconcluded that the cultural generality, and solve the problem. Studying culturalgenerality to promote books copyright output ability has the certainenlightenment function.This article puts forward using the open-mindedness,improving copyright negotiation skills, tracking effect evaluation, marketingsegmentation readers and developing channels which five strategies andadvice of book copyright export.