我国出版企业国际营销的文化风险辨识及应对策略

On the Identification of Cultural Risks in International Marketing of Publishing Enterprises of China and the Countermeasures

当今世界正处在大发展大变革大调整时期,各种思想文化交流交融交锋更加频繁复杂,文化的作用更加广泛而深刻,文化风险越来越凸显。我国出版企业国际营销要树立正确的文化观念,深刻认识意识形态领域斗争的严重性,预警文化风险等级,采取有力措施加以预防和应对。文章提出文化风险产生的根源、种类及其对我国出版企业开展国际营销的影响等。开展国际化营销的出版企业需要合理对待文化差异,准确辨别风险类型,构建目标国的文化风险评估体系,培养出版企业专属的国际营销人才,用目标国“本土化”语言讲好中国故事,推进品牌国际化建设,移植并灵活应用我国出版企业国际营销的先进理念和成功经验。

The world today is in an era of rapid development with major transformation and adjustment in many fields, among which the exchange between different cultures becomes more frequent and complex and the culture role seems more extensive and profound, and accordingly cultural risks seems more and more high, too. In order to deal with such culture risks, the Chinese publishing enterprises should establish correct cultural concepts in international marketing and take effective measures to prevent and cope with them, with the deep understanding of the seriousness of ideological struggle and awareness of the warning of the level of cultural risks. Concretely, this paper mainly puts forward the origin and types of cultural risk and its influence on the international marketing of Chinese publishing enterprises and makes it clear that for the publication of the international marketing enterprises, the cultural differences should be treated reasonably and types of risk be identified accurately, and the risk assessment system from the culture of the target countries be built timely, with the aims of cultivating the major talents for the publishing enterprises in international marketing, of spreading the Chinese story in the language of target countries, so as to promote the construction of brand internationalization and transplant the advanced idea and the successful experience of Chinese publishing enterprises in international marketing eventually.