Study On How To Push China’s Trade Books Into The Western Mainstream Markets

In2002，cultural restructuring was mooted on the16th CPC National Congress.5years later, the concept of soft culture power was written in the report of the17th CPCNational Congress. Then the strategy to build a country with cultural prosperity was setcompletely first time, and stressed on the18th CPC National Congress. Against thatbackground, the going-global strategy of publication was mooted by Chinese government.After that, a series of actions to guarantee that books and publishers could abroad fromChina have been taken. In recent years, those actions has become effective, but facingwith the biggest market of publication in the world, and the most difficult question ofintercultural communication, there are still too many problems to be solved. Even thebooks which has been sold to the western countries can have less economic and socialbenefit than expected.The trade books are accessible and commercial, which makes them to go abroadeasier. So this article analyses several trade books of China which sold in Amazon ofAmerica, to conclude the content, author and publisher of top30. And to take Mo Yan’sbooks as an example. It also collects data of Chinese publishers which has beencooperating or investing in the West since2003. It uses theories of communication,publication and management, and methods of case studying and text analyzing, in orderto make strategies of pushing China’s trade books into the western mainstream markets.