A Study On Internationalization Path Selection Of Chinese Publishing Enterprises

With the Chinese cultural "going out" was bringed into the "going out" strategy,the state has successively promulgated a series of supporting policies for publishing enterprises "going out".Most of publishing enterprises in our country have also taken advantage of the policy to actively move to overseas markets,and have achieved good results.Particularly,since the implementation of the "Belt and Road Initiative",the internationalization of Chinese publishing enterprises have a new direction in market development and a broader platform for development.In recent years,the position of Chinese economic and political power has gradually become prominent.However the position of Chinese publishing industry in the international situation is seriously inconsistent with this.Compared with the publishing industry of developed countries in Europe and America,Chinese publishing industry also has a series of problems in the process of internationalization,including the serious trade deficit of publications,weak trade competitiveness,unbalanced output of copyright,and small scale of foreign direct investment.Therefore,it is urgent to choose a suitable international path to promote publishing enterprises "going out" better and enhance the competitiveness and influence of publishing enterprises in the international market.As a special enterprise with double attributes of economy and culture,the motivation of internationalization mainly includes policy motivation,market motivation and knowledge resources seeking motivation.And publications export,copyright export and outward foreign direct investment three basic modes of international market are influenced by different factors.Each of them has its own advantages and disadvantages.When publishing enterprises enter the international market,they should consider the market environment factors of the target countries,the cultural differences between the two countries or regions,the development ofpublishing companies and so on.Aiming at our publishing enterprises internationalization path selection problem,this paper uses the foreign theories about the internationalization path selection,combining the internationalization of the problems of our publishing industry exists,and considering the several factors factors of entry in the international market.Then put forward three suggestions of Chinese publishing enterprises to choose the path of international.The first suggestion is the mixed entry mode.It concludes that the integrated publishing enterprises should adopt the separation mode to enter the international market,the professional publishing enterprises can adopt the complementary mode to enter the international market,and the technical publishing enterprises can adopt the combined mode to enter the international market.The second suggestion is the gradual entry mode.It puts forward a specific method for publishing enterprises to synthetically select the international market entry mode based on cultural distance,geographical distance and their own development level.The third suggestion is the hierarchical choice.It is considered that publishing enterprises can select the international market entry mode from the target level and the scheme layer.And it puts forward concrete suggestions on how to select the international market entry mode for different types of publishing enterprises.