Research On The Ways Of External Expansion Of China's Book Publishing Industry During The 12th Five-year

With the strengthening of globalization,the competition among different countries in terms of “soft power” has become increasingly fierce.As an important part of the cultural industry,the publishing industry has played an irreplaceable role in participating in the international “soft power” competition.Constantly strengthen its international business level,improve its voice in international cultural affairs,let more foreigners have an interest in knowing China,and then understand the traditional culture of the Chinese nation is an important goal of the domestic publishing enterprises.In the context of the world cultural exchanges,the government attaches great importance to the role of publishing companies in the process of cultural exchanges,and has introduced a series of measures from the national strategic level to support publishing companies to go abroad and to the world.For example,the “Chinese Cultural Publications Project” proposed and implemented in 2009,the “Chinese Academic Translation” project implemented in 2010,the “Silu Shushu International Publishing Project”,which was implemented in 2014,and so on.With the support of the government,the scale and variety of domestic publishing companies' external expansion has been increasing.Taking the book publishing industry as an example,since 2007,the number of Chinese book copyright output has increased by more than 1,000 each year(except for 138 kinds in 2008),and by 2017,the output of Chinese book copyright exceeded 10,000(a total of 13,816).Overall,the book copyright trade deficit is shrinking.The relevant support policies issued by the state for the publishing industry have been quite effective.However,compared with other developed countries in the world,the level of domestic publishing has a large gap in both the scale of publication and the type of publication.Achieving the development goals of a “cultural power” in the true sense requires the joint efforts of the state,enterprises and all publishing practitioners.Based on the development of the domestic publishing industry during the "Twelfth Five-Year Plan" period,this paper explores a series of problems in the development of China's publishing industry under the stimulus of the "One Belt,One Road" policy by consulting relevant literature and analyzing relevant data.The following is a brief introduction of the full text :First of all,this paper analyzes the trade situation of domestic book products during the “Twelfth Five-Year Plan” period,and summarizes the relevant trends of book export during the “Twelfth Five-Year Plan” period from the three aspects of book trade quantity,category and domestic and international environment.And for the future "13th Five-Year" development to give corresponding countermeasures.Secondly,this paper analyzes the two modes of the domestic publishing industry's external expansion during the “Twelfth Five-Year Plan” period.First,the international cooperative publishing model combines the advantages of Chinese and foreign publishing houses in book publishing and distribution,and expands the international market to a greater extent.More foreign readers truly realize the culture of “going out”.The second is the overseas direct investment model,which is to directly invest in foreign markets,directly participate in foreign competition,and enhance the professional quality of domestic publishing companies.Finally,based on the relevant published data collected,in the final chapter of the article,in the last chapter of the article,the domestic publishing companies will make relevant suggestions for the future development during the “13th Five-Year Plan” period,and strive to be bigger.Strive for international recognition of Chinese culture within the scope.