中国中小出版社如何实施“走出去”战略.doc

重庆大学硕士学位论文英文摘要ABSTRACTThroughouthistory,thepublishingindustryhasborngloriousmissionforpassingonourancestor’shistoryandculture,disseminationtheadvancedscienceandtechnology.Thefission-chain-reactiondevelopmentofinformationindustryenablesustoacquireknowledgeindiverseways.Asanoldmemberofcultureindustry,publishinghouseshavetofacenewcompetitorsandanover-competitivemarket.OurGovernmenttakesthegoglobalstrategymoreandmoreseriously.Therefore,someofourlargepresscorporationshavebeenactivelycarryingoutthisstrategy,graduallyjoiningininternationalpublicationgroups.The“goglobal”strategywillgreatlystrengthenChinaspublishingindustry.Medium-and-smallsizedpresses,asthemajorityofChina’spublishinghouses,covermanytypesofpresses.Itissignificantthatthesepressescouldimplement“goglobal”strategyforenhancingChinesepublishingindustry’scompetitiveness.Thepapertakestheenterpriseinternationalization’scorrelationtheoriesasthesupport,andanalyzestheinternationalizationdevelopmentofChina’smedium-and-smallsizedpresses,andcontainssevenparts.PartⅠ:Introduction.Analyzethestudy’sbackgroundandsignificance,purposes,contents,researchideasandmethods,theinnovationandthekeyissuestoberesolved.PartⅡ:Thetheoryusesforreferenceandliteraturereview.Expoundthetheoryofinternationalenterprises;reviewtheliteratureoftheinternationalpublishingindustry.PartⅢ:ThecurrentsituationandinternationalizationdevelopmentconnotationandsignificanceinChina’smedium-and-smallsizedpresses.PartⅣ:The“goglobal”strategycurrentsituation.Analyzethesituationmainlyfromfiveaspects:theidea,themodesofoperation,thestructure,theproducttargetmarketandcontent,therelatedmechanismandthecoordinatedsetsofmeasures.PartⅤ:TheFiveForcesModelanalysis.Analyzeexistingcompetitor,potentialcompetitor,alternative,supplier,andcustomer.PartⅥ:ThesolutionsofspeedingupChina’smedium-and-smallsizedpressesgoglobal.Thegovernmentshallfurthergreatlysupportthemedium-and-smallsizedII重庆大学硕士学位论文英文摘要pressesgoglobal.Thepressesshallfocusonhowtoimprovetheirstrengths,howtodiffe