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《Publishing Journal》 2018-06
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From “Going out” to “Going in” :An Empirical Study on the Differences between Chinese Export Books and Community Residents' Reading Orientation in America

Li Jingjing;Deng Jian;College of Journalism and Communication, Bohai University;  
As an important carrier, book plays an increasingly prominent role in enhancing the state's discourse power and cultural soft power. With the gradual advance of China's publication, Chinese books have made gratifying achievements in the international market, but there are still some problems such as the early market research is not solid, the local readers' preference cannot be accurately grasped. In order to further enhance the development potential and market competitiveness of China's export books, this paper chooses books in Little Free Library as samples of American local books, books from Amazon online book store"China Books" as samples of Chinese export books. Through the comparison of the book type, price and cover design of the books in three aspects, looks for the differences between the Chinese export books and the native books that the American people loved, in order to help the future output of Chinese books more fit the needs of the United States, and the real realization of the leap from" going out" to" going in".
【Fund】: 教育部人文社会科学研究青年基金项目“我国童书网络盗版市场的群落生态研究及盗版监控预警平台构建”(15YJC860011)的阶段性研究成果
【CateGory Index】: G239.26
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