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In 2012, China Renmin University Press steadily promoted the "Copyright Export Abroad", with the kinds of copyright export increased to 167 (including cooperative publication and excluding Hong Kong, Macao and Taiwan regions), and over 200 pieces of copyright information were uploaded to the website of China Book International. For foreign cooperation and "copyright export abroad", China Renmin University Press set up the practical developing strategy and gained remarkable achievement with rapid growth in the number of copyright export and significant income from royalties. As one of the important developing strategies of China Renmin University Press, the press forms distinctive publishing characteristics and brand value in the field of copyright export, by relying on the solid academic foundation of Renmin University of China.
I. Actively Transmit Chinese Culture and Value
The Chinese books “going-out” should be through the ideology and culture platform established by print publication to reveal the thinking mode, moral values of Chinese people and struggling results from the establishment of a state by Chinese people over sixty years so that the world can understand China much better. “Copyright Output to Overseas Countries and Regions” should reveal the unique features and charm of Chinese books, facilitate foreign countries' deep understanding of China and improve the overseas influence of Chinese culture.
In 2012, China Renmin University Press had planned and published many books that introduce China and uphold core value theory of socialism with Chinese characteristics and experiences. The most typical ones were the "Chinese experiences" series of books. After the publication of Big Power's Responsibility, The Choice of China, Road of China, The Values of Chinese and Keys to the Success of the Communist Party of China were published successively. Many foreign publishers came to negotiate for this series of books. The internationally known McGraw-Hill Education publishing company was one of them. The copyrights of China's Future and The Choice of China in English, Korean, Japanese and Polish versions have been sold out one after another. The Road of China in English and Japanese versions is also authorized of the overseas publication. The success of copyright sales of these three books benefits from the elaborate plan of selected topic and actual overseas market analysis. This series of books started from the investigation of overseas market, devoted to describeing the real China in detail and comprehensively and explained authentically and deeply about the core value theory of Socialism with Chinese characteristics and experiences of development road of China. Starting from the requirement of overseas readers, the series of books introduce systematically and comprehensively about the past, today and future of China. Its easily understandable language and substantial contents can satisfy the requirement of overseas readers for the books with Chinese themes. On the basis of sales of copyright and the success of cooperation with the overseas publication, China Renmin University Press continues to strengthen the selected topic planning of “Copyright Output to Overseas Countries and Regions”, the forceful working mechanism of publication and the guarantee mechanism of personnel, financial, material resources and other aspects. In 2013, China Renmin University Press plans and continues to popularize the works promoting the core value system of Socialism with Chinese characteristics, such as The Values of Chinese and Keys to the Success of the Communist Party of China. Meanwhile, they will continue to plan and publish excellent books related to Chinese stories, images, styles and spirits. China Renmin University Press will strengthen the selected topic planning consciousness of overseas publication in much further step, cultivate the core competitiveness of export-oriented publications and improve the overseas transmission capability and leading the public opinion of books with Chinese themes so that transmit the voice of China to overseas countries and regions.
II. Give Full Play to its Advantage, Constantly Expand Overseas Cooperation and Establish the Platform of International Academic Communication
In 2012, China Renmin University Press emphasized on the foreign cooperation and communication and made the deepening export of copyright of publication as one of the development strategies. It took advantage of its influence on publication of humanities and social sciences fields and constantly enriched the brand value of “Copyright Output to Overseas Countries and Regions” of publication of humanities and social sciences.
During the year of 2012, China Renmin University Press actively pushed forward negotiations of cooperative publication with large scale multinational publishing group overseas , expanded the idea of cooperative publication and used the publishing and marketing channels of its partners to enter the main stream market of world books. In January, 2012, China Renmin University Press and Enrich Publishing Ltd. cooperatively held the "Chinese Economic Development and Transformation in 2012" session, with the surname as “Seminar of Publication of Study of Chinese Economic Transformation and Development in English Version”, which successfully transmitted the study and thinking on the reformation and development of Chinese economy to the overseas through the form of books and gained good responding. From the later stage of the 1990s, China Renmin University Press sent people to take part in the London Book Fair, Tokyo International Book Fair, American Book Fair and Frankfort Book Fair and other large scale book fairs, sought for excellent topics and established business relationship with overseas publication institutions. Up until now, there are almost 500 publication presses having established business relationship with China Renmin University Press and it is also one of the most strategic cooperative partners of Pearson, Cengage,McGraw Hill and so on multinational press group in China. This is the basis of it to make the Copyright Output strategy with the overseas publishing groups. In 2012, China Renmin University Press took part in the London Book Fair, with China being the guest of honor. During the period of book fair, they held the new book press conference of Pragmatic Theory and China Book Publishing Industry Report in English version. In the Beijing Book Fair, which was held in August, 2012, they signed the English version copyright output agreement of Financial Strategy for Competition of Great-powers, The Chinese Factors in World Economy and The Values of Chinese.
The delegation of China Renmin University Press went to Poland and visited the Mar Shah Vic Publishing Press and Copernicus University. They actively pushed forward the international communication and cooperation, facilitated the “Copyright Output to Overseas Countries and Regions” of excellent academic books, launched the multi-level and comprehensive academic and cultural communication with Polish press and commonly explored the development tendency and countermeasures of future press industry of both countries. In the Mar Shah Vic publishing company, the delegations signed with the Polish side the release and settlement agreement of the two books, China's Future and The Choice of China in Polish version .
III. Deeply Analyze the Tendency of International Market, Explore and Expand the Sales and Issuing Channels
As regards the Chinese books and Chinese contents that will walk toward international market, understanding the requirement situation to the content of Chinese theme is the key factor for the success of “Copyright Output to Overseas Countries and Regions”. Therefore, China Renmin University Press launched the investigation to the international publication market. And, they collected related information from different links such as authors of books, publishing agency, issuing channel, marketing, medias and so on. They established exporting database of copyright and constantly maintain and replenish related information, supplied reliable information support to the work of “Copyright Output to Overseas Countries and Regions” and helped press to adopt corresponding strategic steps according to information. On this basis, China Renmin University Press formulated feasible strategies of publication, translation and sales. During the process of exporting copyright, the press strengthens translation of books and quality of editing and is devoted to using the languages of target countries to narrate the Chinese academic culture. However, compared with non-academic books, the contents of academic works are more professional and the articles are relatively long. Therefore, the translation cycle is much longer and difficulty is bigger. During the process of copyright output in 2012, China Renmin University Press cooperated with experts and scholars, translators and foreign publication press and jointly completed translating and editing of books. Among them, there are 18 books in foreign languages, such as Learn Philosophy and Use Philosophy in Russian version, Zhongguo Shuizhi (Tax System of China) in English version, Zhongguo Jingji Tizhi Gaige Jiben Jingyan(Basic Experiences of Reform of Chinese Economic System) in Polish version, Strategy of Global Food Crisis and Food Security in China in Japanese version and the Virtues of Chinese- Humaneness, Righteousness, Propriety, Wisdom, Trustworthiness in Korean version, all of which are sponsored by government, published in 2012 successfully. It greatly enlarged popularity of published brand of Chinese academics.
In order to push forward the books into the internationally main stream publication market, China Renmin University Press and foreign publication presses made the book subscription list before the publication of books according to conventions of international market and distributed to the overseas library and research institutions. They also cooperated with foreign publication presses and sold the academic books in foreign languages version of China Renmin University Press on Amazon website of each country and in global libraries, airport bookstores and professional bookstores. US Harvard University, Austrian University of Vienna and National University of Singapore and so on well-known universities purchased the books as reservation in their libraries.
China Renmin University Press constantly explores new methods of expanding the overseas market and has planned to establish branch office. During the process of implementation of “Copyright Output to Overseas Countries and Regions”, the publication press has integrated the concept of “localization” into the strategy. Through the “localization” of publication press, they introduce the Chinese culture to the world better and more quickly, and authentically realizes the “exporting to overseas countries and regions” of Chinese culture. IV. Multilingualism-Oriented, Popularization-Oriented and Digitizing-Oriented Development of Academic Works
In order to facilitate the overseas publication of outstanding academic works, China Renmin University Press not only pays attention on the various kinds of exporting books, but also strengthens the popularization of multilingualism of single-variety books. In this way, readers from more countries can recognize and understand China with their familiar languages, meanwhile the overseas power of discourse and influence of Chinese scholars is enhanced. Currently, there are nine language varieties for the exporting copyright of China Renmin University Press. Languages include English, Korean, Polish, Russian, Malay, Turkish, Italian, Vietnamese and Japanese. As regards the single-variety books, Chinese Currency written by Professor Chen Yulu and the World, Big Power's Responsibility by professor Jin Canrong are the books with most varieties of exporting languages from China Renmin University Press. The exporting languages of these two books include English, Russian, Korean, Polish and Japanese. In the work of 2013, China Renmin University Press will continue to pay attention on the increasing of exporting varieties of books and push forward the multilingual exporting of single-variety books to transmit more Chinese excellent academic works to overseas and let more countries understand the development of Chinese academics.
China Renmin University Press will continue to strengthen the process of popularization of Chinese academic books and use easily understood method to narrate the values and ideas and core values by Chinese scholars. In 2012, China Renmin University Press cooperated with New Zealand Claude Press and published the Foreign Investment in China——the Chinese Market Report ,which were paid attention and welcomed by investors in New Zealand and Chinese market. China Renmin University Press and Japan Taito Press collaboratively published China's Perspective on the Energy Development Strategy, which supplied enriched and authentic statistics for Japanese scholars to study China and was acclaimed widely.
With the transformation of traditional publishing to digital publishing, China Renmin University Press continues to explore the possibilities and feasibility of exporting copyright in the digital fields and encourage the research on the process of digital content, storage, transmission, reading and so on technologies. In 2012, the exporting of the digital copyright of publication press increased obviously. Many foreign presses introduced the electronic version of authorized books to the various places of world through internet, software and other multiple channels, which quickened the fusion of Chinese academic culture and world culture. V. The Problems that “Copyright Output to Overseas Countries and Regions” Faces and Solutions
1. Set Up Online Platform of Book Information
If the related departments of government can consider to set up online platform for China books "going out" and related information from publishing agencies both at home and abroad, let the resources of copyright in China have a unified and normative window to the outside and realize the butt joint with the international press on this platform to conduct various kinds of effective and faster communication, more cooperative projects of “Copyright Output to Overseas Countries and Regions” will be realized.
2. Establish Talent Pool for Translation of Various Languages and International Publishing
Currently, during the operation of “Copyright Output to Overseas Countries and Regions” of the books project, both foreign and Chinese personnel regard Chinese translating into English (other foreign language) as the biggest bottleneck. Secondly, the professional talent of project operation of “Copyright Output to Overseas Countries and Regions” lacks. The cultural section of French embassy has established a professional translation talent pool against the Chinese translation of French books. Publication press considers establishing similar talent pool and recommending these translation and international publishing project talents to publishing agencies with suitable method at regular intervals.
3. Improve the Related Aiding Amount of “Copyright Output to Overseas Countries and Regions” and Expand the Ranges, Form Positive Interactional and Cooperative Relationship among Government Departments, Publication Press at Home and Foreign Publishing Agencies
The success of “Copyright Output to Overseas Countries and Regions” relies on the fully mobilization of activity of government departments, publication presses at home and foreign cooperative partners. The resources are allocated reasonably and thus form the resultant force.
4. Hold Training Class to Train Professional Talent
In recent years, the copyright output work of China Renmin University Press has made certain achievement. As regards the talent cultivation and the establishment of teamwork, they still need to exchange the experiences with other companies and jointly improve the overall level of work of “Copyright Output to Overseas Countries and Regions” of China. The training should be mainly based on the case teaching with regular lectures given by publishing experts from China and foreign countries. Students can communicate fully at regular intervals. It is believed that this kind of input for establishing and training of talents can bring rich return to the “Copyright Output to Overseas Countries and Regions” of China.
I. Actively Transmit Chinese Culture and Value
The Chinese books “going-out” should be through the ideology and culture platform established by print publication to reveal the thinking mode, moral values of Chinese people and struggling results from the establishment of a state by Chinese people over sixty years so that the world can understand China much better. “Copyright Output to Overseas Countries and Regions” should reveal the unique features and charm of Chinese books, facilitate foreign countries' deep understanding of China and improve the overseas influence of Chinese culture.
In 2012, China Renmin University Press had planned and published many books that introduce China and uphold core value theory of socialism with Chinese characteristics and experiences. The most typical ones were the "Chinese experiences" series of books. After the publication of Big Power's Responsibility, The Choice of China, Road of China, The Values of Chinese and Keys to the Success of the Communist Party of China were published successively. Many foreign publishers came to negotiate for this series of books. The internationally known McGraw-Hill Education publishing company was one of them. The copyrights of China's Future and The Choice of China in English, Korean, Japanese and Polish versions have been sold out one after another. The Road of China in English and Japanese versions is also authorized of the overseas publication. The success of copyright sales of these three books benefits from the elaborate plan of selected topic and actual overseas market analysis. This series of books started from the investigation of overseas market, devoted to describeing the real China in detail and comprehensively and explained authentically and deeply about the core value theory of Socialism with Chinese characteristics and experiences of development road of China. Starting from the requirement of overseas readers, the series of books introduce systematically and comprehensively about the past, today and future of China. Its easily understandable language and substantial contents can satisfy the requirement of overseas readers for the books with Chinese themes. On the basis of sales of copyright and the success of cooperation with the overseas publication, China Renmin University Press continues to strengthen the selected topic planning of “Copyright Output to Overseas Countries and Regions”, the forceful working mechanism of publication and the guarantee mechanism of personnel, financial, material resources and other aspects. In 2013, China Renmin University Press plans and continues to popularize the works promoting the core value system of Socialism with Chinese characteristics, such as The Values of Chinese and Keys to the Success of the Communist Party of China. Meanwhile, they will continue to plan and publish excellent books related to Chinese stories, images, styles and spirits. China Renmin University Press will strengthen the selected topic planning consciousness of overseas publication in much further step, cultivate the core competitiveness of export-oriented publications and improve the overseas transmission capability and leading the public opinion of books with Chinese themes so that transmit the voice of China to overseas countries and regions.
II. Give Full Play to its Advantage, Constantly Expand Overseas Cooperation and Establish the Platform of International Academic Communication
In 2012, China Renmin University Press emphasized on the foreign cooperation and communication and made the deepening export of copyright of publication as one of the development strategies. It took advantage of its influence on publication of humanities and social sciences fields and constantly enriched the brand value of “Copyright Output to Overseas Countries and Regions” of publication of humanities and social sciences.
During the year of 2012, China Renmin University Press actively pushed forward negotiations of cooperative publication with large scale multinational publishing group overseas , expanded the idea of cooperative publication and used the publishing and marketing channels of its partners to enter the main stream market of world books. In January, 2012, China Renmin University Press and Enrich Publishing Ltd. cooperatively held the "Chinese Economic Development and Transformation in 2012" session, with the surname as “Seminar of Publication of Study of Chinese Economic Transformation and Development in English Version”, which successfully transmitted the study and thinking on the reformation and development of Chinese economy to the overseas through the form of books and gained good responding. From the later stage of the 1990s, China Renmin University Press sent people to take part in the London Book Fair, Tokyo International Book Fair, American Book Fair and Frankfort Book Fair and other large scale book fairs, sought for excellent topics and established business relationship with overseas publication institutions. Up until now, there are almost 500 publication presses having established business relationship with China Renmin University Press and it is also one of the most strategic cooperative partners of Pearson, Cengage,McGraw Hill and so on multinational press group in China. This is the basis of it to make the Copyright Output strategy with the overseas publishing groups. In 2012, China Renmin University Press took part in the London Book Fair, with China being the guest of honor. During the period of book fair, they held the new book press conference of Pragmatic Theory and China Book Publishing Industry Report in English version. In the Beijing Book Fair, which was held in August, 2012, they signed the English version copyright output agreement of Financial Strategy for Competition of Great-powers, The Chinese Factors in World Economy and The Values of Chinese.
The delegation of China Renmin University Press went to Poland and visited the Mar Shah Vic Publishing Press and Copernicus University. They actively pushed forward the international communication and cooperation, facilitated the “Copyright Output to Overseas Countries and Regions” of excellent academic books, launched the multi-level and comprehensive academic and cultural communication with Polish press and commonly explored the development tendency and countermeasures of future press industry of both countries. In the Mar Shah Vic publishing company, the delegations signed with the Polish side the release and settlement agreement of the two books, China's Future and The Choice of China in Polish version .
III. Deeply Analyze the Tendency of International Market, Explore and Expand the Sales and Issuing Channels
As regards the Chinese books and Chinese contents that will walk toward international market, understanding the requirement situation to the content of Chinese theme is the key factor for the success of “Copyright Output to Overseas Countries and Regions”. Therefore, China Renmin University Press launched the investigation to the international publication market. And, they collected related information from different links such as authors of books, publishing agency, issuing channel, marketing, medias and so on. They established exporting database of copyright and constantly maintain and replenish related information, supplied reliable information support to the work of “Copyright Output to Overseas Countries and Regions” and helped press to adopt corresponding strategic steps according to information. On this basis, China Renmin University Press formulated feasible strategies of publication, translation and sales. During the process of exporting copyright, the press strengthens translation of books and quality of editing and is devoted to using the languages of target countries to narrate the Chinese academic culture. However, compared with non-academic books, the contents of academic works are more professional and the articles are relatively long. Therefore, the translation cycle is much longer and difficulty is bigger. During the process of copyright output in 2012, China Renmin University Press cooperated with experts and scholars, translators and foreign publication press and jointly completed translating and editing of books. Among them, there are 18 books in foreign languages, such as Learn Philosophy and Use Philosophy in Russian version, Zhongguo Shuizhi (Tax System of China) in English version, Zhongguo Jingji Tizhi Gaige Jiben Jingyan(Basic Experiences of Reform of Chinese Economic System) in Polish version, Strategy of Global Food Crisis and Food Security in China in Japanese version and the Virtues of Chinese- Humaneness, Righteousness, Propriety, Wisdom, Trustworthiness in Korean version, all of which are sponsored by government, published in 2012 successfully. It greatly enlarged popularity of published brand of Chinese academics.
In order to push forward the books into the internationally main stream publication market, China Renmin University Press and foreign publication presses made the book subscription list before the publication of books according to conventions of international market and distributed to the overseas library and research institutions. They also cooperated with foreign publication presses and sold the academic books in foreign languages version of China Renmin University Press on Amazon website of each country and in global libraries, airport bookstores and professional bookstores. US Harvard University, Austrian University of Vienna and National University of Singapore and so on well-known universities purchased the books as reservation in their libraries.
China Renmin University Press constantly explores new methods of expanding the overseas market and has planned to establish branch office. During the process of implementation of “Copyright Output to Overseas Countries and Regions”, the publication press has integrated the concept of “localization” into the strategy. Through the “localization” of publication press, they introduce the Chinese culture to the world better and more quickly, and authentically realizes the “exporting to overseas countries and regions” of Chinese culture. IV. Multilingualism-Oriented, Popularization-Oriented and Digitizing-Oriented Development of Academic Works
In order to facilitate the overseas publication of outstanding academic works, China Renmin University Press not only pays attention on the various kinds of exporting books, but also strengthens the popularization of multilingualism of single-variety books. In this way, readers from more countries can recognize and understand China with their familiar languages, meanwhile the overseas power of discourse and influence of Chinese scholars is enhanced. Currently, there are nine language varieties for the exporting copyright of China Renmin University Press. Languages include English, Korean, Polish, Russian, Malay, Turkish, Italian, Vietnamese and Japanese. As regards the single-variety books, Chinese Currency written by Professor Chen Yulu and the World, Big Power's Responsibility by professor Jin Canrong are the books with most varieties of exporting languages from China Renmin University Press. The exporting languages of these two books include English, Russian, Korean, Polish and Japanese. In the work of 2013, China Renmin University Press will continue to pay attention on the increasing of exporting varieties of books and push forward the multilingual exporting of single-variety books to transmit more Chinese excellent academic works to overseas and let more countries understand the development of Chinese academics.
China Renmin University Press will continue to strengthen the process of popularization of Chinese academic books and use easily understood method to narrate the values and ideas and core values by Chinese scholars. In 2012, China Renmin University Press cooperated with New Zealand Claude Press and published the Foreign Investment in China——the Chinese Market Report ,which were paid attention and welcomed by investors in New Zealand and Chinese market. China Renmin University Press and Japan Taito Press collaboratively published China's Perspective on the Energy Development Strategy, which supplied enriched and authentic statistics for Japanese scholars to study China and was acclaimed widely.
With the transformation of traditional publishing to digital publishing, China Renmin University Press continues to explore the possibilities and feasibility of exporting copyright in the digital fields and encourage the research on the process of digital content, storage, transmission, reading and so on technologies. In 2012, the exporting of the digital copyright of publication press increased obviously. Many foreign presses introduced the electronic version of authorized books to the various places of world through internet, software and other multiple channels, which quickened the fusion of Chinese academic culture and world culture. V. The Problems that “Copyright Output to Overseas Countries and Regions” Faces and Solutions
1. Set Up Online Platform of Book Information
If the related departments of government can consider to set up online platform for China books "going out" and related information from publishing agencies both at home and abroad, let the resources of copyright in China have a unified and normative window to the outside and realize the butt joint with the international press on this platform to conduct various kinds of effective and faster communication, more cooperative projects of “Copyright Output to Overseas Countries and Regions” will be realized.
2. Establish Talent Pool for Translation of Various Languages and International Publishing
Currently, during the operation of “Copyright Output to Overseas Countries and Regions” of the books project, both foreign and Chinese personnel regard Chinese translating into English (other foreign language) as the biggest bottleneck. Secondly, the professional talent of project operation of “Copyright Output to Overseas Countries and Regions” lacks. The cultural section of French embassy has established a professional translation talent pool against the Chinese translation of French books. Publication press considers establishing similar talent pool and recommending these translation and international publishing project talents to publishing agencies with suitable method at regular intervals.
3. Improve the Related Aiding Amount of “Copyright Output to Overseas Countries and Regions” and Expand the Ranges, Form Positive Interactional and Cooperative Relationship among Government Departments, Publication Press at Home and Foreign Publishing Agencies
The success of “Copyright Output to Overseas Countries and Regions” relies on the fully mobilization of activity of government departments, publication presses at home and foreign cooperative partners. The resources are allocated reasonably and thus form the resultant force.
4. Hold Training Class to Train Professional Talent
In recent years, the copyright output work of China Renmin University Press has made certain achievement. As regards the talent cultivation and the establishment of teamwork, they still need to exchange the experiences with other companies and jointly improve the overall level of work of “Copyright Output to Overseas Countries and Regions” of China. The training should be mainly based on the case teaching with regular lectures given by publishing experts from China and foreign countries. Students can communicate fully at regular intervals. It is believed that this kind of input for establishing and training of talents can bring rich return to the “Copyright Output to Overseas Countries and Regions” of China.