Research On The Localization Strategy Of Multinational Publishing Group In China

With the tide of economic globalization and publishing globalization,China has become the most dynamic and attractive emerging market in the world.Large multinational publishing groups are looking forward to the development and benefits of the Chinese market.This paper takes educational publishing,professional publishing and mass publication as the classification criteria,and selects Pearson Education Group,Reed Group and Hachette Publishing Group,which represent the top 50 in the global publishing rank respectively,as research objects.Based on the theory of localization strategy,the research object is studied from four aspects: product localization,marketing localization,organization localization and human resource localization.On the basis of the research and analysis,this paper summarizes and analyzes the localization strategies of multinational publishing companies in China.The localization of products includes the strategies of the export of copyright brands,co-publishing and so on.The strategies of marketing localization including relationship and cross-border marketing,organization localization includes strategies such as mergers and acquisitions to create a company.The localization of human resources includes adopting strategies such as local management and local advocates.At the end of this article,It provides a practical reference for the large-scale publishing enterprises in China to develop the idea and implementation of the localization of other countries.To provide practical reference for the Belt and Road Conception,which will help to promote equal emphasis on "bringing in" and "going out" in our country,In turn,the prosperity of the publishing industry is of great significance to our country's firm cultural confidence and building a cultural power.