中国出版业“走出去”研究

发布时间：2018-06-23 10:31

本文选题：中国出版业 + “走出去”　；参考：《南京大学》2011年博士论文

【摘要】：全球化浪潮汹涌澎湃,正猛烈地拍打着每一个国家。这种浪潮以经济全球化为核心,随之而来的是政治全球化和以文化理念、生活方式、价值观念、意识形态等为基本内涵的精神力量的跨越国界的扩张、交流、碰撞、冲突与融合,这就是被众多国家及理论研究机构关注的“软实力”。它是一种“间接运用力量的方式”,是“同化式力量”,是制胜的最高境界,也是国家战略之精髓。但是,与中国政治大国地位日益巩固、综合经济实力不断增强的现实状况极不相称是具有悠久历史的中国文化的海外传播力和国际影响力极其有限,具有悠久历史的中国图书的海外扩散力和海外影响力极其有限。这制约了我国国家形象的海外塑造和文化“软实力”的全球提升,阻滞了国家综合实力和国际影响力的总体提高,在西方文化通过各种途径和方式大量涌入中国的形势下,更是直接威胁到国家的文化安全,因而引起了我国政府的高度重视并最终导致中国出版业“走出去”战略的提出和诸如“中国图书对外推广计划”、“国家文化出口重点项目”和“经典中国国际出版工程”等一系列鼓励、扶持中国出版业“走出去”的重大举措的陆续出台,致使近年来图书商品贸易、图书版权贸易和海外直接投资成效卓著,“走出去”的理论研究迫在眉睫。鉴于此,论文以新制度经济学为理论分析工具,采用文献阅读法、专家咨询法、考察调研法和跨学科研究法等研究方法,系统分析了中国出版业“走出去”的内涵、实质、动因、主要模式、面临的主要风险与防范以及政府部门、行业组织、出版企业各自的角色和可资实施的、有助于出版业“走出去”的宏观、中观、微观策略。中国出版业“走出去”是国内出版企业利用自身比较优势和竞争优势,把图书商品(或版权)通过不同途径直接或间接推向国际图书市场的一种过程,实质是中国出版业的一种国际化经营行为和中国文化的一种海外传播活动,也是国家有关部门的一种制度安排,目的是扩大中国文化海外影响,塑造国家文化形象,提升国家文化“软实力”,实现中外文化之间、出版产业之间的共融与共生。由于此次中国出版业“走出去”是政府有关部门的一种制度安排,制度动因是“走出去”的直接的外在动因,而政治动因、经济动因和文化动因则构成了中国出版业“走出去”的间接的内在动因。目前,中国出版业“走出去”主要有贸易式、契约式和投资式三种基本模式。贸易式“走出去”是国内出版企业把在国内编辑、出版的成品图书以商品贸易方式推向世界的一种最直观、最简单、风险最小的海外市场进入模式,一般情况下是国内出版企业初涉海外图书市场时的首选。契约式“走出去”模式是国内出版企业通过签订许可合同或转让合同的方式把自已拥有的图书版权授予海外目标国(或地区)的出版机构,允许其在支付相应报酬的情况下在一定的时间和范围内使用自己的版权从事相应图书的出版经营活动。这种模式下国内出版企业的业务参与程度与资源投入程度都相对较低。投资式模式指国内出版企业通过直接投资的方式在海外形成生产性出版分支机构(子公司)的海外图书市场进入模式,包括企业新建和跨国并购两种基本方式,是中国出版业“走出去”的一种高级模式。这三种模式各有优缺点,拟“走出去”的国内出版企业可据此及国际国内形势、国际图书市场状况和自身实际情况等因素进行综合研判后作出理性选择。中国出版业“走出去”之后经营环境的巨大差异使之面临着一定程度的风险,主要包括政治风险、经济风险和文化风险三种基本类型。政治风险指对象国政府从本国的利益需要出发所采取的不受任何外来法律约束的国家主权行为以及其他政治因素的变化而使“走出去”的国内出版企业遭受到的相应的经济损失的一种风险,主要表现为国有化风险、政策性风险、转移性风险和战争性风险。经济风险指内、外部各种不确定因素引起的经营环境、经营战略、经营决策等的变化给从事国际化经营的国内出版企业带来新的获利机会或损失的可能性的一种客观经济现象,具有客观性、无序性、相对性、共生性四个基本特点和资产型、信誉型、价格型、经营型和财务型五种基本类型。文化风险指国内出版企业通过新建、并购方式设立的海外出版分支机构在跨地域、跨民族、跨国体、跨政体以及跨文化的经营管理过程中,由于不同区域、不同民族、不同组织、不同个人的文化差异而导致的文化冲突使跨国经营的实际效益与预期效益发生偏离的可能性。这三种风险各有其基本特点和表现形式,它们在中国出版业“走出去”过程中是客观存在的(或业已显现,或尚处蛰伏),又是可以控制的,可以通过一定的措施加以防范。中国出版业“走出去”是一项系统性的复杂工程,离不开政府主管部门、出版行业组织和图书出版企业的积极参与、相互协调及切实可行的策略运用,西方出版业发达国家的政府部门和行业组织在这方面提供了一定的经验借鉴。政府主管部门的政策供给职能使之能通过规划制定、产业培植、资源整合、导向鼓励、平台建构等策略措施发挥应有的角色主导作用。国内出版行业组织在出版业“走出去”中应当发挥的角色作用与实际发挥的作用存在一定差距,需要采用机构专设、行业代表、行业宣传、行业服务等策略措施,从定位市场化、成员多元化、管理科学化和交流国际化上等诸多方面作出切实努力。国内出版企业是中国出版业“走出去”的实际执行者和“走出去”目标的具体实现者,在“走出去”过程中发挥着角色主体作用,合适制度的制定以及经营性策略与内容性策略两大类型基本策略的实施必将有助于“走出去”。
[Abstract]:The wave of globalization is surging and beating every country. This wave is centered on economic globalization, followed by the expansion, communication, collision, conflict and integration of the political globalization and the spiritual power of cultural concepts, life style, values, ideology and so on. The "soft power" that many countries and theoretical research institutions pay close attention to. It is a "means of indirect use of power", a "assimilative force", the highest state of winning and the essence of national strategy. However, it is very disproportionate to the reality that the status of China's political power is increasingly consolidated and the comprehensive economic strength is increasing. The overseas spread and influence of Chinese culture with a long history are very limited. The overseas spread force and overseas influence of Chinese books with a long history are very limited. This restricts the global promotion of Chinese national image and the "soft power" of the culture, blocking the overall improvement of the comprehensive strength and international influence of the country. In the context of the influx of western culture in various ways and ways, it is a direct threat to the cultural security of the country. Therefore, the Chinese government attaches great importance to and eventually leads to the "going out" strategy of China's publishing industry and such as "the plan of Chinese books to the outside world", "the key national cultural export project." "" and "classic China International Publishing Project" and a series of encouraging measures to support the "going out" of China's publishing industry, which have resulted in the book commodity trade, book copyright trade and overseas direct investment in recent years, and the theoretical research of "going out" is pressing.
In view of this, the paper, taking the new institutional economics as the theoretical analysis tool, uses the methods of literature reading, expert consultation, investigation and interdisciplinary research, and so on, systematically analyzes the connotation, essence, motivation, main modes, main risks and prevention of "going out" of China's Publishing Industry, and the government departments, industry organizations, and publications. The respective roles of enterprises and their implementation are helpful to the macro, meso and micro strategies of publishing industry's "going global".
The "going out" of Chinese publishing industry is a process that the domestic publishing enterprises use their own comparative advantages and competitive advantages to push the book goods (or copyright) into the international book market directly or indirectly through different ways. The essence is a kind of international operation behavior of Chinese publishing industry and a kind of overseas communication activities of Chinese culture. It is also the state of the country. A system arrangement of the relevant departments is aimed at expanding the influence of Chinese culture overseas, shaping the national cultural image, promoting the "soft power" of the national culture, realizing the communion and symbiosis between the Chinese and foreign cultures and the publishing industry. The direct external motivation of "going out", and political motivation, economic motivation and cultural motivation constitute the indirect internal motivation of China's publishing industry's "going global".
At present, the "going out" of China's publishing industry mainly includes three basic modes of trade, contract and investment. The trade "going out" is the most intuitive, simplest and least risky overseas market entry mode of the domestic publishing enterprises which are edited and published in China. It is the first choice for the domestic publishing enterprises to deal with the overseas book market. The contract "going out" model is a publishing organization that gives the book copyright to the overseas target countries (or regions) by signing the license contract or the transfer contract, allowing it to pay the corresponding remuneration in a certain time and in a certain time. In this mode, the business participation of the domestic publishing enterprises and the degree of resource input are relatively low. The investment model refers to the overseas book market of the domestic publishing enterprises to form a productive publishing branch (subsidiary) overseas through direct investment. The entry mode, including two basic modes of enterprise new and transnational mergers and acquisitions, is a advanced mode of "going out" of China's publishing industry. The three models have their own advantages and disadvantages. The domestic publishing enterprises to "go out" can make a comprehensive study on these factors and the international and domestic situation, the status of international books market and their own actual conditions. Make a rational choice.
The huge difference in the operating environment of Chinese publishing industry after "going out" makes it to a certain degree of risk, mainly including three basic types of political risk, economic risk and cultural risk. And the changes in other political factors make "going out" a risk of the corresponding economic losses that the domestic publishing enterprises have suffered, such as nationalization risk, policy risk, transfer risk and war risk. Economic risk refers to the operating environment caused by external uncertainty, management strategy, management decision and so on. The change gives an objective economic phenomenon that brings new profit opportunities or losses to the domestic publishing enterprises engaged in international operation. It has four basic characteristics, such as objectivity, disorder, relativity, symbiosis, asset type, reputation type, price type, operation type and financial type. Cultural risk refers to the domestic publishing enterprise. In the process of cross regional, cross ethnic, transnational, trans political and cross-cultural management, the cultural conflicts caused by cultural differences between different regions, different nationalities, different organizations and different individuals make the actual and expected benefits of cross country operation deviate from the possibility that the overseas publishing branches set up by the way of merger and acquisition are in the process of cross regional, trans national, transnational, trans political and cross-cultural management. Each of these three risks has its basic characteristics and forms of expression. In the process of "going out" of the Chinese publishing industry, they exist objectively (or have been shown or still dormant), and they can be controlled, and they can be prevented through certain measures.
The "going out" of China's publishing industry is a systematic and complex project, which can not be separated from the government departments, the active participation of the publishing industry organizations and the book publishing enterprises, the coordination and practical strategies. The government departments and industry organizations of the developed countries of the western publishing industry have provided some experience for reference in this respect. The policy supply function of the management department can make it play the role leading role through planning and making, industrial cultivation, resource integration, guidance and encouragement, platform construction and other strategic measures. There is a gap between the role and the role played by the domestic publishing industry organizations in the "going out" of the publishing industry. The domestic publishing enterprises are the actual implementers of "going out" and the concrete implementers of "going out" and "going out" in China's publishing industry. In the process of playing the role of the role of the role of the role of the appropriate system and the operational strategy and the content of the two basic strategies of the implementation of the basic strategies will help to "go out".
【学位授予单位】：南京大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：G239.2-F

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