随着中国近些年的改革开放，越来越多的外国人开始对中国的文化感兴趣，尤其是青年人，希望了解中国文化以及中国社会经济的巨大变化。而中国政治的开放，也让外国人有更多的渠道和机会了解中国。由此，中国出版业的出口承担了重要的文化传播使者的角色。“十一五”时期，全国出版物进出口经营单位出口图书、报纸、期刊、音像制品、电子出版物1047.5万册（份、盒、张）、出口金额达3758.2万美元，出版物已进入世界190多个国家和地区，报刊发行覆盖80多个国家和地区[1]。新闻出版业“走出去”策略有了丰硕成果，但是也还存在着一些问题。

With China'S recent yearS of reform and opening up,More and more foreignerS began to be intereSted in the ChineSe culture,ESpecially young people,Want to know the ChineSe culture and ChineSe Social and economic changeS.And the opening of the ChineSe politicS,AlSo let foreignerS have more channelS and opportunitieS to underStand China.thiS,China'S publiShing induStry for the export of important cultural Spread the role of an angel."11th five-year plan"period,The national publicationS import and export buSineSS unit export bookS/The newSpaper/journal/Audio and video productS/Electronic publication 10.475 million copieS(a/box/zhang)/Export amounted to uS $37.582 million,PublicationS haS entered the world more than 190 countrieS and regionS,NewSpaperS and periodicalS covering more than 80 countrieS and regionS [1].NewS publiShing"Go out"Strategy iS the SubStantial reSult,But Some problemS Still exiSt.

　　一、我国出版物出口存在的问题

a/Our country publicationS export problemS

　　目前我国出版物出口基本呈逆差态势，这表明我国许多出版物的内容、表现形式以及生产和传播手段与海外市场需求有很大的差距，缺乏具有国际竞争力的产品。具体问题体现在以下几个方面：

At preSent our country publicationS export baSic iS deficit Situation,ThiS ShowS that the ChineSe many publicationS content/FormS and the production and diSSemination meanS and overSeaS market demand haS the very big diSparity,Lack of internationally competitive productS.Specific problemS reflected in the following reSpectS:

　　（一）销售对象单一

(a)SaleS object Single

　　虽然我国的出版物已进入世界190多个国家和地区，但销售对象主要集中在以华人为主的聚集地和与中华文化同宗的东亚地区，销售的对象自然多数为当地的华人或华人后裔，这样的传播方式并没有让外国人更多更深入的了解中国的历史文化、价值观念等，它还在华人的圈子里打转转，并没有真正走出去。因此能够通过华人聚集地接触阅读中国出版物的外国读者是十分有限的，他们中大部分人对于中国的了解还停留在以往一些著名的中国元素中，比如大熊猫、京剧、中国功夫等等，而对于中国文化的精髓和改革开放这些年取得的巨大成就，很多西方读者是不了解的。

Although our country'S publicationS haS entered the world more than 190 countrieS and regionS,But SaleS object with focuS on ChineSe give priority to group and the ChineSe culture of the eaSt ASia region,SaleS object moSt natural for local ChineSe or ChineSe deScendantS,ThiS mode of tranSmiSSion and didn't want to let the foreigner more in-depth underStanding of ChineSe hiStory and culture/ValueS, etc,It iS alSo in the ChineSe circle dozen,Don't really go out.So can through the ChineSe rendezvouS contact reading ChineSe publicationS foreign readerS iS very limited,MoSt of them know about China Still StayS in the paSt, Some famouS ChineSe elementS,Such aS the giant panda/Peking Opera/ChineSe kung fu, etc,For the eSSence of ChineSe culture and yearS of reform and opening up the great achievementS obtained,Many weStern readerS iS don't underStand.

　　（二）文化资源的开发利用程度不够

(two)The development of the cultural reSourceS utilization degree iS not enough

　　中国的传统文化博大精深，如中国书法、京戏脸谱、皮影、武术、景泰蓝、紫砂壶等等，但是以多种形式转为出版物出口的就很少了，国外出版商比较传统的做法就是直接出版著名的古典小说等。中国出版商与国外出版商的沟通层次比较浅，其实国内出版物中不乏关于中国传统文化介绍的佳作，形式也多种多样，只是中国没有在传统文化基础上创新传播内容和传播方式，单一的从数量上增加出版物并没有取得良好的传播效果。

China'S traditional culture broad and profound,Such aS ChineSe calligraphy/Beijing Opera maSkS/Shadow/Martial artS/cloiSonne/Dark-red enameled pottery and So on,But in a variety of formS to the export of publicationS iS little,Foreign publiSherS are traditional way of doing that iS a direct publiShing famouS claSSical novelS.ChineSe publiSherS and foreign publiSherS communication layerS are Shallow,In fact there iS no lack of domeStic publicationS about ChineSe traditional culture iS introduced the work,Form varied alSo,But China haS not in the traditional culture innovation baSed on the communication content and mode of tranSmiSSion,Single from the quantity increaSe publicationS and didn't get good communication effect.

　　另一个方面就是语言的开发利用不全面，比如中国的方言文学很有特色，京陕川湘这四个方言区就出了很多著名作家，如北京的王朔、陕西的贾平凹、四川的巴金、湖南的沈从文，方言让他们的作品生动形象，但是这种方言文学要是出口，又该如何翻译呢？很多说普通话的中国人都不懂，要让国外读者看懂实属难事，也许只有精通东西方文化的翻译家来翻译作品了。在实际的出版物出口业务中，有些作家的“方言”作品版权是卖出去了，但是却一直没翻译。

Another aSpect iS the language of the development and utilization iS not comprehenSive,Such aS ChineSe dialect literature haS diStinguiShing feature very much,Jing Shan chuan xiang the four dialect area, a lot of famouS writerS,Such aS Beijing'S wang/Shaanxi jia ping-wa of/Sichuan ba jin/Hunan Shen congwen,Dialect let their workS vivid image,But the dialect literature if export,And how to tranSlate?Many to Speak mandarin ChineSe people don't underStand,Want to let foreign readerS underStand it iS difficult,PerhapS only proficient in eaStern and weStern cultural tranSlator to tranSlation workS.In the actual publicationS in the export buSineSS,Some writerS"dialect"Copyright iS Sold,But it haSn't been tranSlated.

　　（三）文化背景的对接问题

(three)The cultural background of the butt joint problem

　　目前我国出口的小说比前些年数量要多，但是有些在中国很畅销的小说，到了国外却效果不好，这就是东西方的文化背景差异造成的，中国几千年来形成的价值观在小说里的体现，国外读者不理解。季羡林先生曾用“三十年河东，三十年河西”来形容东西方文化的历史变迁，他提出吸收西方文化中好的价值观念和思维方式，同时继承发扬中国文化中的合理成分，这同样也适用于中国出版物出口的问题。用于出口的出版物不能只是从专业角度对原著进行呆板的翻译，它需要运用和融合西方的话语模式，同时在核心内容上巧妙的传达中国智慧。有些外国出版社与中国出版社签约，几年之内要出版几十本书，结果却只出了寥寥几本，这就是双方文化背景的差异造成的隔阂。

At preSent our country export novelS more than the previouS year quantity,But Some in China iS the beSt-Selling novel,Went to abroad but the reSult iS bad,ThiS iS the eaSt and the weSt culture background of the difference,China for thouSandS of yearS formed in the embodiment of the valueS in the novel,Foreign readerS don't underStand.Mr. JiXianLin uSed"Thirty yearS hedong,Thirty yearS beyond the"To deScribe the hiStory of weStern culture and eaStern culture change,He propoSed a abSorbing weStern culture good valueS and way of thinking,At the Same time promote ChineSe culture inherited the reaSonable compoSition,It alSo iS applicable for the export publicationS.For export publicationS can't juSt from a profeSSional point of view of the original work for mechanical tranSlation,It needS to uSe and fuSion of weStern diScourSe pattern,At the Same time in the core content of the clever convey the ChineSe wiSdom.Some foreign preSS and China preSS Signing,Within a few yearS publiShed dozenS of bookS,ReSultS but only a very few out of thiS,ThiS iS the cultural background of the difference of the gap.

　　（四）出版物出口的运营模式落后、推广渠道狭窄

(four)PublicationS export operation mode backward/Promotion channel iS narrow

　　我国2006年开始实施“中国图书对外推广计划”，采取资助翻译费的方式，鼓励各国出版机构出版中国版的图书；2009年启动的“中国文化著作翻译出版工程”，采取资助翻译费、出版费、推广费等方式，鼓励海外出版机构推出中国文化著作精品[2]。近些年国家为了推动出版物的出口，向世界展示中国国家形象，实施了很多推广计划、出版工程等，但是这些没有成系统的措施所取得的效果是有限的，它的作用只是一时的，零碎的，从而导致运营模式落后，推广渠道狭窄，无法走出一条创新的路子。

China began in 2006"The ChineSe book foreign promotion plan",Take the way for the tranSlation fee,Encourage countrieS publiShing inStitutionS publiShed ChineSe verSion of the book;2009 Start"ChineSe culture workS tranSlated and publiShed engineering",To Support the tranSlation fee/Publication fee/Promotion fee, etc,Encourage overSeaS publiSherS introduced ChineSe culture workS fine [2].In recent yearS country in order to promote the export of publicationS,To Show the world China'S national image,Implementation of a lot of promotion plan/PubliShing engineering,But theSe not into SyStem meaSureS the reSultS obtained are limited,ItS role iS only temporary,OddS and endS,Leading to operation mode backward,Promotion channel iS narrow,Can't get a innovation pathway.

　　二、出版物出口营销策略的创新

two/PublicationS export marketing Strategy innovation

　　基于我国出版物出口存在的诸多问题，有必要对出版业出口的营销策略进行反思和创新。

BaSed on the publicationS export there are many problemS,It iS neceSSary to publiShing export marketing StrategieS reflect and innovation.

　　（一）创新出版内容以符合国外的市场需求

(a)Innovation publiShing content to meet foreign market demand

　　中国目前的版权输出过程一般都是先国内后国外，优秀的作品在国内取得良好的销售业绩后，出版商就会考虑国外市场，希望在国外出版市场占据一定市场份额。但是实践证明，国外读者未必喜欢。《狼图腾》曾在国内十分畅销，英国企鹅的老板决定高价购买，并支付了十万美元预付款，但是在西方市场反应并不好，所以《狼图腾》并没有在国外“热”起来。因此，我国的出版企业要生产更多的外向型出版产品，缩小“他们想买的书和我们想卖的书”之间的差距。近年来随着中国经济实力的不断增强，西方出现了“崩溃论”、“威胁论”等。中国改革开放取得的巨大成就让外国人十分惊讶，他们更是对中国的发展模式感到好奇，其中发达国家感受到的是威胁，想着法子遏制，而发展中国家中的非洲、拉丁美洲却看到的是希望，他们迫切想改变，想从中国的发展模式中汲取经验，学习其中的窍门。所以这是一个传播中国文化和价值观念的绝佳时机。中国文化积淀深厚，文化资源丰富，从专业的角度创新出版内容，抓住国外读者的眼球和兴趣点所在，有利于拓展我国出版业的海外市场，扩大中国的国际影响力。

China'S current copyright output proceSS are generally after the firSt domeStic foreign,Excellent workS in China haS achieved good SaleS performance after,The publiSher will conSider the foreign market,Hope that in foreign publiShing market occupy a certain market Share.But the practice haS proved,Foreign readerS may not like.[The Wolf totem]Once in China iS very popular,BritiSh penguin boSS decided to purchaSe price,And pay $advance payment,But in the weStern market reaction iS not good,So[The Wolf totem]And not in a foreign country"heat"up.So,The publication of our country enterpriSe to produce more productS export-oriented publiShing,narrow"They want to buy bookS and we want to Sell bookS"Gap between.In recent yearS, with China'S continuouS increaSe of economic Strength,WeStern appeared"CollapSe theory"/"threat"etc.China'S reform and opening up to the great achievementS obtained let foreignerS very SurpriSed,They alSo to China'S development model waS curiouS,The developed countrieS feel iS the threat,Thinking way to curb,And developing countrieS in Africa/Latin America but See the hope,They deSperately want to change,From China to the developing mode of learning,Learning the trickS.So thiS iS a Spread ChineSe culture and valueS the perfect time.China'S profound cultural background,Rich cultural reSourceS,From the point of view of profeSSional innovative publiShing content,Seize the foreign readerS' eyeball and intereSt in point,In publiShing induStry to develop the overSeaS market,Expand China'S international influence.

　　（二）创新出版物出口营销模式和推广渠道

(two)Innovation publicationS export marketing mode and marketing channelS

　　1.加强出版渠道的国际间合作。利用版权贸易将中国出版物推向海外，探索与国际出版机构共同成立面向海外市场的合资公司，共同投资，风险共担，并加强与全球性大型连锁书店的合作，从出版物的选择开始的一系列环节都要强化交流，了解对方出版市场的运作模式和规律，从而能在一定程度上保证投入后的市场效益。

1. To Strengthen the publiShing channel of international cooperation.USe copyright trade publicationS to the overSeaS ChineSe,Exploration and international publiShing inStitutionS jointly Set up a joint venture for overSeaS marketS,Joint inveStment,RiSk Sharing,And Strengthen and global large chain bookStore cooperation,The choice of publicationS from the Start of a SerieS of linkS are to Strengthen communication,Get to know each other publiShing market and the mode of operation of the law,And in a certain degree of guarantee inveStment after the market benefit.

　　2.打造本土化的出版平台，走海外出版的路子。有条件的出版社可以在海外办出版社、甚至收购海外出版社为己所用。人民卫生出版社在2008年投资500万美元在美国成立人民卫生出版社美国有限责任公司，拥有了加拿大BC戴克出版公司的全部医学图书资产，该社美国公司全部实施本土化发展，聘用了美国当地资深医学出版家担任CEO，包括资深高级编辑、行政运营官在内的所有工作人员均为美国人，完全按照美国本土法律、法规运作。

2. Make localization publiShing platform,Go overSeaS publiShing way.Conditional preSS can be in overSeaS do preSS/Even to purchaSe overSeaS preSS uSed for himSelf.People'S medical publiShing houSe in 2008 inveStment of uS $5 million waS eStabliShed in the United StateS people'S medical publiShing houSe American co., LTD,Have Canada BC dyke publiShing company all medical book aSSetS,The club American company all implementation localization development,Hire the local Senior medical publiSher aS CEO,Including Senior Senior editor/AdminiStrative operating officer, all Staff are americanS,Complete according to American law/RegulationS operation.

　　3.充分利用社交媒体平台。社交媒体也称社会化媒体，指允许人们撰写、分享、评价、讨论、相互沟通的网站和技术。社交媒体对信息有评价和推荐的功能，这种功能基于消费者的实际体验，它以信任为基础的传播机制以及用户的高主动参与性，使得它所传播内容信息的可信度高，传播范围广，成为一个重要的营销推广渠道，其作用丝毫不亚于广告，甚至优于广告，因此在移动互联时代，内容产品出现在个体读者的移动信息界面，能起到实质性的营销作用。亚马逊自助出版领域的畅销书，无一不是通过社交媒体来成功促销与推广的，目前来看，在数字出版领域最广泛的应用是社会化阅读，以PC平台的社会化标签（social tagging）苹果平台的flipboard等为代表，这种社会化筛选与个人定制信息相结合的应用将成为移动互联时代内容推送的主要方式。

3. Make full uSe of Social media platform.Social media alSo called Social media,ReferS to allow people to write/Share/evaluation/diScuSS/Mutual communication web SiteS and technology.Social media for information and recommend a evaluation function,ThiS function baSed on conSumerS' practical experience,It iS baSed on truSt propagation mechaniSm and the uSer'S high active participation,Make it Spread the information content of high reliability,CommunicationS with a wide range,Become an important marketing channel,ItS role aS a advertiSing,Even iS better than the advertiSing,So in the mobile Internet age,Content productS appear in the readerS' mobile information interface,Can have SubStantial marketing effect.Amazon Self-help publiShing field beSt-Seller,No, not through Social media to SucceSSful promotion and promotion,So far,In the field of digital publiShing iS the moSt widely uSed Socialization iS reading,PC platform in the Socialization of the label(Social&nbSp;tagging)Apple platform flipboard aS repreSentative,ThiS kind of Socialization Screening and perSonal cuStomized information combination of applicationS will become mobile Internet content delivery timeS the main way.

　　4.充分利用国外著名书展这个平台。法兰克福书展是世界最大的年度图书版权交易会。为成为该书展主宾国，中国申请了10年，终于在2009年法兰克福书展上如愿。书展开幕前，就有120多家德国出版社决定出版新的中文翻译图书，该书展有利地提升中国的文化影响力[3]。另外，还有东京书展、莱比锡国际书展、伦敦图书博览会等著名的书展，这些书展搭建了沟通图书经理人、出版商关系的平台，同时也为图书经销商开辟了销售渠道。

4. Make full uSe of foreign famouS book fair thiS platform.Frankfurt book fair iS the world'S largeSt annual book copyright trade fair.To become the book ZhanZhu bin kingdom,China applied for ten yearS,Finally in 2009 the Frankfurt book fair wiSh.Book fair prior to the opening of,There are more than 120 home German preSS decided to publiSh a new ChineSe tranSlation bookS,The book fair advantageouSly improve China'S cultural influence [3].In addition,And Tokyo book fair/Leipzig international book fair/London book fair and famouS book fair,The book fair build the communication book managerS/PubliSherS relationShip platform,At the Same time alSo for book dealer opened up SaleS channelS.

　　（三）与时俱进，创新数字出版

(three)Keep pace with The TimeS,Innovation digital publiShing

　　随着智能手机、平板电脑、电纸书阅读终端的普及，数字出版产业正在迎来全新的发展机遇。根据英国Juniper研究机构的预测，到2016年，在移动阅读平台上，电子书的销售额将达到100亿美金，其中30%通过平板电脑销售，15%通过智能手机，另外55%通过各类电纸书阅读器终端。[4]国内出版商在重视移动终端的运用时，也不要忘了走出唯“内容为王”的误区。出版商不能满足于单纯售卖数字内容，而应该从国外消费者需求出发，基于内容打造高附加值的应用产品。爱尔兰互动青春偶像剧《艾斯灵日记（Aisling’s Diary）》在跨媒体融合上做出了显著的成绩，它成功地实现了网络社群、电视剧、小说、互联网和移动媒体的整合，在读者、制作者与内容的互动上下足了功夫，成就了立体、多元、复杂的流行文化产品。笔者认为，虽然目前中国出版业实力没有这么强大，但是这是一个可以借鉴的角度和努力的方向。加快整合我国传统出版企业内容资源，扩大优质在线出版内容增值服务范围、增强内容增值服务能力有利于全面提升我国数字出版产品的核心价值和数字出版企业的国际竞争力。

With the intelligent mobile phone/Tablet PC/Electric paper book reading the popularity of the terminal,Digital publiShing induStry iS in the development of new opportunitieS.According to the BritiSh Juniper reSearch inStitutionS prediction,By 2016,In the mobile reading platform,Ebook SaleS will reach $10 billion,30% of them through the tablet PC SaleS,15% through the intelligent mobile phone,Another 55% through all kindS of electric paper book reader terminal.[4] domeStic publiSher in paying attention to the uSe of the mobile terminal when,Don't forget to out of the only"Content iS king"miStakeS.PubliSherS can't content to Simply Selling digital content,And Should be baSed on conSumer demand from abroad,BaSed on the content to make the high value-added application productS.IriSh interactive youth idol drama[YiSiLing diary(AiSling’S&nbSp;diary)]In the croSS-media fuSion made Significant achievementS,It SucceSSfully realized the community network/TV/novel/The integration of the Internet and mobile media,In the reader/The interaction of producerS and content and enough kung fu,Made Stereo/multiple/Complex pop culture productS.The author thinkS that,Although China'S publiShing induStry Strength not So Strong,But thiS iS a reference Angle and direction.To Speed up the integration of China'S traditional publiShing enterpriSe content reSourceS,Enlarge high quality online publiShing content range of value-added ServiceS/Enhance content value-added Service capacity in China will contribute to the all-round development of digital publiShing the core of the product value and digital publiShing the international competitiveneSS of enterpriSeS.