Analysis Of Disney's Publishing Strategies In Chinese Mainland

With the rapid development of communication technology,and the constant updating of equipments and devices of broadcasting,profound changes of publishing industry's business modes,such as production and marketing mode,have been taking place.On one hand,the emerging publishing methods such as digital publishing are booming.On the other hand,traditional publishing,such as book and periodical,are facing with severe challenges.In China,with the help of the preferential policies of the government and by their own efforts,the publishing enterprises have gain fruitful achievements.But as the system and mechanism is unsound and discordant,some publishers are short-sighted and eager for quick success and instant benefits.As a result,the publishing industry has encountered some problems which cannot be ignored.Disney Publishing Worldwide(hereinafter referred to as “DPW”)is the world's largest publisher to produce books and magazines for children.In the waves of profound changes in the publishing industry,DPW's competitiveness and influence have been increasing.Obviously,the secret of DPW's success is worthy learning.In this article,the author first discussed Disney's global publishing strategies: namely,the ?Film Planning Book' publishing model;the all-sided publishing business;a rich variety of publications;the innovative creation;the M&A(mergers and acquisitions)and multidimensional development;the effective and various marketing methods——the advancing marketing theory,the accurate and flexible market positioning,the brand strategy which emphasizes both image and culture and the multi-channel marketing mode,etc.After that,the author focused on Disney's publishing strategies in mainland China through some typical cases,mainly from three strategies: ?Publishing Authorization',?Global Creation' and ?Design and Exploitation of New Books for Chinese'.Specifically,the author discussed ?Publishing Authorization' from the aspects of obtaining,certification test and publishing process;the author took Mulan as an example to discuss ‘Global Creation';and the author analyzed ‘Design and Exploitation of New Books for Chinese' from the aspects of maintaining core advantages,turning boring into fun,grasping market opportunities,teaching through lively activities and adapting to age.And then,the author analyzed the gains and losses of Disney's publishing strategies in mainland China.At last,the author discussed the enlightenments of Disney's publishing strategies in mainland China on China's publishing industry,and put forward some Suggestions for the sustainable and healthy developments of China's publishing industry.