The Communication Power Build Of Chinese Publishing Industry's "Going Global" From The International Perspective

From the international perspective, publishing industry is experiencing a series of changes of marketing, management and resources, followed by challenges and opportunities. The double attribute of publication also indicates that culture dissemination and economic benefits of the publishing product or service are of equal importance. Faced with the fierce competition environment of publishing, how China carries out the "going global" 's international arrangement deserves attention. Among them, as a publishing national team, China Publishing Group aims at constructing an internationally influential large publishing group and creates success of "going global" continuously. Through the analysis of "going global" steps of China Publishing Group during the 12 th Five-year period, we can form a basic understanding of the connotation of the communication power.This study considers the International communication power as a comprehensive embodiment of competitive ability and communication effect. Using the Porter's diamond model to study and judge the competitive ability of China's "going global" and assessing the communication effect of it with reference to the domestic and foreign official statistical data and the global publishing industry rankings. Finally, based on the clear current situation of China's communication power, combined with overseas communication experiences of the publishing enterprises in western developed countries, we can propose the methods with practical value of communication power build.