市场化运作:破解出版“走出去”困境的路径选择  

Market-oriented Operation:A Pathway to Overcoming the Challenges of International Publishing"Going Global"

作　　者：戚德祥 QI De-xiang(School of Journalism and Communication,Nankai University,Tianjin 300350,China;Nankai University Publishing Research Institute,Nankai University,Tianjin 300350,China)

机构地区：[1]南开大学新闻与传播学院,天津300350 [2]南开大学出版研究院,天津300350

出　　处：《编辑之友》2025年第3期44-50,共7页Editorial Friend

基　　金：国家社会科学基金项目“中国出版走出去效果评估体系构建研究”(20BXW047)。

摘　　要：在国际传播生态、媒体格局、传播方式发生深刻变革的新形势下,目前中国出版“走出去”正处于发展的瓶颈期。出版企业应以目标和问题为导向,强化市场在出版“走出去”资源配置中的主体地位和核心作用,遵循市场规律和国际传播规律,推进市场化运作,优化政策与机制,激发“走出去”主体的市场活力,提升跨国运营与本土化经营能力,进而突破“走出去”面临的困境。In the new circumstances where the international communication ecology,media landscape,and communication methods are undergoing profound changes,China's publishing enterprises are currently facing a developmental bottleneck in terms of its going global strategy.Publishing enterprises should adopt a goal-oriented and problem-oriented approach,strengthen the dominant position and core role of the market in resource allocation for the going global initiative;comply with market mechanisms and the principles of international communication;promote market-oriented operations;optimize policies and mechanisms;stimulate the market vitality of entities involved in the going global efforts;and enhance their capabilities in transnational operations as well as localized management.These measures will help overcome the challenges faced in the process of going global.

关 键 词：出版“走出去” 出版企业 市场化运作 

分 类 号：G230[文化科学]