Research On Yunnan Publishing Group's Book Copyright Going Global Strategy

Yunnan Publishing Corporation Group is a provincial state-owned enterprise,which is the leading enterprise of the Yunnan cultural industry.Chinese economy enters the new normal,publishing industry entered the period of low growth.Yunnan Publishing Corporation Group not only bear the responsibility of creating social wealth,but also carry the mission of cultural inheritance.However,marketization degree of Yunnan Publishing Corporation Group is not high,the innovation ability is not strong,and it lacks of vitality,under the circumstances of the economic downturn,it is facing a great pressure of development.Throughout the economic downturn of various countries,the development of cultural industry were quite active.Therefore,how to adjust strategic thinking and seek new profit growth point is now the urgent need of Yunnan Publishing Corporation Group.Copyright going out equivalents to copyright export of the copyright trade.Yunnan Publishing Corporation Group has not played their own advantages in the business to get the corresponding social benefits and economic benefits.Through to the analysis of the whole working process and every link of copyright export,there are a few major causes to hinder the development of copyright export of Yunnan Publishing Corporation Group has been found.Firstly is the insufficient recognition of the copyright trade,secondly is the lack of effective incentive mechanism,thirdly is the quality of content not good enough,fourthly is the lack of professional talents,fifthly is the information channel not clear.Through the SWOT analysis,the advantages and disadvantages of Yunnan Publishing Corporation Group has been analyzed which helps to set a reasonable market position for Yunnan Publishing Corporation Group in the business.According to the challenges and opportunities,through the value cocreation,international cooperation publication,copyright agency and various preferential policies granted by the state,to help Yunnan Publishing Corporation Group to create its core content resources and promote its market value.This article is willing to help Yunnan Publishing Corporation Group to pay more attention onto the copyright going out work and adjust the marketing strategic,to create the new economic growth engine for itself.