本文選題：中國(guó)出版業(yè) + “走出去”��； 參考：《南京大學(xué)》2011年博士論文

【摘要】：全球化浪潮洶涌澎湃,正猛烈地拍打著每一個(gè)國(guó)家。這種浪潮以經(jīng)濟(jì)全球化為核心,隨之而來(lái)的是政治全球化和以文化理念、生活方式、價(jià)值觀念、意識(shí)形態(tài)等為基本內(nèi)涵的精神力量的跨越國(guó)界的擴(kuò)張、交流、碰撞、沖突與融合,這就是被眾多國(guó)家及理論研究機(jī)構(gòu)關(guān)注的“軟實(shí)力”。它是一種“間接運(yùn)用力量的方式”,是“同化式力量”,是制勝的最高境界,也是國(guó)家戰(zhàn)略之精髓。但是,與中國(guó)政治大國(guó)地位日益鞏固、綜合經(jīng)濟(jì)實(shí)力不斷增強(qiáng)的現(xiàn)實(shí)狀況極不相稱是具有悠久歷史的中國(guó)文化的海外傳播力和國(guó)際影響力極其有限,具有悠久歷史的中國(guó)圖書(shū)的海外擴(kuò)散力和海外影響力極其有限。這制約了我國(guó)國(guó)家形象的海外塑造和文化“軟實(shí)力”的全球提升,阻滯了國(guó)家綜合實(shí)力和國(guó)際影響力的總體提高,在西方文化通過(guò)各種途徑和方式大量涌入中國(guó)的形勢(shì)下,更是直接威脅到國(guó)家的文化安全,因而引起了我國(guó)政府的高度重視并最終導(dǎo)致中國(guó)出版業(yè)“走出去”戰(zhàn)略的提出和諸如“中國(guó)圖書(shū)對(duì)外推廣計(jì)劃”、“國(guó)家文化出口重點(diǎn)項(xiàng)目”和“經(jīng)典中國(guó)國(guó)際出版工程”等一系列鼓勵(lì)、扶持中國(guó)出版業(yè)“走出去”的重大舉措的陸續(xù)出臺(tái),致使近年來(lái)圖書(shū)商品貿(mào)易、圖書(shū)版權(quán)貿(mào)易和海外直接投資成效卓著,“走出去”的理論研究迫在眉睫。 鑒于此,論文以新制度經(jīng)濟(jì)學(xué)為理論分析工具,采用文獻(xiàn)閱讀法、專家咨詢法、考察調(diào)研法和跨學(xué)科研究法等研究方法,系統(tǒng)分析了中國(guó)出版業(yè)“走出去”的內(nèi)涵、實(shí)質(zhì)、動(dòng)因、主要模式、面臨的主要風(fēng)險(xiǎn)與防范以及政府部門(mén)、行業(yè)組織、出版企業(yè)各自的角色和可資實(shí)施的、有助于出版業(yè)“走出去”的宏觀、中觀、微觀策略。 中國(guó)出版業(yè)“走出去”是國(guó)內(nèi)出版企業(yè)利用自身比較優(yōu)勢(shì)和競(jìng)爭(zhēng)優(yōu)勢(shì),把圖書(shū)商品(或版權(quán))通過(guò)不同途徑直接或間接推向國(guó)際圖書(shū)市場(chǎng)的一種過(guò)程,實(shí)質(zhì)是中國(guó)出版業(yè)的一種國(guó)際化經(jīng)營(yíng)行為和中國(guó)文化的一種海外傳播活動(dòng),也是國(guó)家有關(guān)部門(mén)的一種制度安排,目的是擴(kuò)大中國(guó)文化海外影響,塑造國(guó)家文化形象,提升國(guó)家文化“軟實(shí)力”,實(shí)現(xiàn)中外文化之間、出版產(chǎn)業(yè)之間的共融與共生。由于此次中國(guó)出版業(yè)“走出去”是政府有關(guān)部門(mén)的一種制度安排,制度動(dòng)因是“走出去”的直接的外在動(dòng)因,而政治動(dòng)因、經(jīng)濟(jì)動(dòng)因和文化動(dòng)因則構(gòu)成了中國(guó)出版業(yè)“走出去”的間接的內(nèi)在動(dòng)因。 目前,中國(guó)出版業(yè)“走出去”主要有貿(mào)易式、契約式和投資式三種基本模式。貿(mào)易式“走出去”是國(guó)內(nèi)出版企業(yè)把在國(guó)內(nèi)編輯、出版的成品圖書(shū)以商品貿(mào)易方式推向世界的一種最直觀、最簡(jiǎn)單、風(fēng)險(xiǎn)最小的海外市場(chǎng)進(jìn)入模式,一般情況下是國(guó)內(nèi)出版企業(yè)初涉海外圖書(shū)市場(chǎng)時(shí)的首選。契約式“走出去”模式是國(guó)內(nèi)出版企業(yè)通過(guò)簽訂許可合同或轉(zhuǎn)讓合同的方式把自已擁有的圖書(shū)版權(quán)授予海外目標(biāo)國(guó)(或地區(qū))的出版機(jī)構(gòu),允許其在支付相應(yīng)報(bào)酬的情況下在一定的時(shí)間和范圍內(nèi)使用自己的版權(quán)從事相應(yīng)圖書(shū)的出版經(jīng)營(yíng)活動(dòng)。這種模式下國(guó)內(nèi)出版企業(yè)的業(yè)務(wù)參與程度與資源投入程度都相對(duì)較低。投資式模式指國(guó)內(nèi)出版企業(yè)通過(guò)直接投資的方式在海外形成生產(chǎn)性出版分支機(jī)構(gòu)(子公司)的海外圖書(shū)市場(chǎng)進(jìn)入模式,包括企業(yè)新建和跨國(guó)并購(gòu)兩種基本方式,是中國(guó)出版業(yè)“走出去”的一種高級(jí)模式。這三種模式各有優(yōu)缺點(diǎn),擬“走出去”的國(guó)內(nèi)出版企業(yè)可據(jù)此及國(guó)際國(guó)內(nèi)形勢(shì)、國(guó)際圖書(shū)市場(chǎng)狀況和自身實(shí)際情況等因素進(jìn)行綜合研判后作出理性選擇。 中國(guó)出版業(yè)“走出去”之后經(jīng)營(yíng)環(huán)境的巨大差異使之面臨著一定程度的風(fēng)險(xiǎn),主要包括政治風(fēng)險(xiǎn)、經(jīng)濟(jì)風(fēng)險(xiǎn)和文化風(fēng)險(xiǎn)三種基本類型。政治風(fēng)險(xiǎn)指對(duì)象國(guó)政府從本國(guó)的利益需要出發(fā)所采取的不受任何外來(lái)法律約束的國(guó)家主權(quán)行為以及其他政治因素的變化而使“走出去”的國(guó)內(nèi)出版企業(yè)遭受到的相應(yīng)的經(jīng)濟(jì)損失的一種風(fēng)險(xiǎn),主要表現(xiàn)為國(guó)有化風(fēng)險(xiǎn)、政策性風(fēng)險(xiǎn)、轉(zhuǎn)移性風(fēng)險(xiǎn)和戰(zhàn)爭(zhēng)性風(fēng)險(xiǎn)。經(jīng)濟(jì)風(fēng)險(xiǎn)指內(nèi)、外部各種不確定因素引起的經(jīng)營(yíng)環(huán)境、經(jīng)營(yíng)戰(zhàn)略、經(jīng)營(yíng)決策等的變化給從事國(guó)際化經(jīng)營(yíng)的國(guó)內(nèi)出版企業(yè)帶來(lái)新的獲利機(jī)會(huì)或損失的可能性的一種客觀經(jīng)濟(jì)現(xiàn)象,具有客觀性、無(wú)序性、相對(duì)性、共生性四個(gè)基本特點(diǎn)和資產(chǎn)型、信譽(yù)型、價(jià)格型、經(jīng)營(yíng)型和財(cái)務(wù)型五種基本類型。文化風(fēng)險(xiǎn)指國(guó)內(nèi)出版企業(yè)通過(guò)新建、并購(gòu)方式設(shè)立的海外出版分支機(jī)構(gòu)在跨地域、跨民族、跨國(guó)體、跨政體以及跨文化的經(jīng)營(yíng)管理過(guò)程中,由于不同區(qū)域、不同民族、不同組織、不同個(gè)人的文化差異而導(dǎo)致的文化沖突使跨國(guó)經(jīng)營(yíng)的實(shí)際效益與預(yù)期效益發(fā)生偏離的可能性。這三種風(fēng)險(xiǎn)各有其基本特點(diǎn)和表現(xiàn)形式,它們?cè)谥袊?guó)出版業(yè)“走出去”過(guò)程中是客觀存在的(或業(yè)已顯現(xiàn),或尚處蟄伏),又是可以控制的,可以通過(guò)一定的措施加以防范。 中國(guó)出版業(yè)“走出去”是一項(xiàng)系統(tǒng)性的復(fù)雜工程,離不開(kāi)政府主管部門(mén)、出版行業(yè)組織和圖書(shū)出版企業(yè)的積極參與、相互協(xié)調(diào)及切實(shí)可行的策略運(yùn)用,西方出版業(yè)發(fā)達(dá)國(guó)家的政府部門(mén)和行業(yè)組織在這方面提供了一定的經(jīng)驗(yàn)借鑒。政府主管部門(mén)的政策供給職能使之能通過(guò)規(guī)劃制定、產(chǎn)業(yè)培植、資源整合、導(dǎo)向鼓勵(lì)、平臺(tái)建構(gòu)等策略措施發(fā)揮應(yīng)有的角色主導(dǎo)作用。國(guó)內(nèi)出版行業(yè)組織在出版業(yè)“走出去”中應(yīng)當(dāng)發(fā)揮的角色作用與實(shí)際發(fā)揮的作用存在一定差距,需要采用機(jī)構(gòu)專設(shè)、行業(yè)代表、行業(yè)宣傳、行業(yè)服務(wù)等策略措施,從定位市場(chǎng)化、成員多元化、管理科學(xué)化和交流國(guó)際化上等諸多方面作出切實(shí)努力。國(guó)內(nèi)出版企業(yè)是中國(guó)出版業(yè)“走出去”的實(shí)際執(zhí)行者和“走出去”目標(biāo)的具體實(shí)現(xiàn)者,在“走出去”過(guò)程中發(fā)揮著角色主體作用,合適制度的制定以及經(jīng)營(yíng)性策略與內(nèi)容性策略兩大類型基本策略的實(shí)施必將有助于“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".
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2011
【分類號(hào)】：G239.2-F

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