| Abstract | 第1-8页 |
| 摘要 | 第8-15页 |
| Chapter Ⅰ Introduction | 第15-26页 |
| ·The Background of the Study | 第15-17页 |
| ·Globalization of World Publishing Industry | 第15-16页 |
| ·Globalization of Chinese Publishing Industry | 第16-17页 |
| ·The Purpose of the Study | 第17-18页 |
| ·The Significance of the Study | 第18-19页 |
| ·The Theoretical Significance of the Study | 第18页 |
| ·The Practical Significance of the Study | 第18-19页 |
| ·Literature Review | 第19-24页 |
| ·Domestic Research Status Quo | 第19-22页 |
| ·Overseas Research Status Quo | 第22-24页 |
| ·Organization of the Study | 第24-26页 |
| Chapter Ⅱ The Analysis on the Export Status of Chinese Books | 第26-32页 |
| ·The Export Scale of Chinese Books | 第26-29页 |
| ·The Export Scale of Chinese Book Products | 第26-28页 |
| ·The Export Scale of Chinese Book Copyrights | 第28-29页 |
| ·The Export Structure of Chinese Books | 第29-30页 |
| ·The Export Destination of Chinese Books | 第30-32页 |
| Chapter Ⅲ The SWOT Analysis of Chinese Books | 第32-41页 |
| ·Environmental Appraisal of Chinese Books | 第32-34页 |
| ·The Economic Environment | 第32-33页 |
| ·The Political and Legal Environment | 第33页 |
| ·The Social and Cultural Environment | 第33页 |
| ·The Technological Environment | 第33-34页 |
| ·The Strengths of Chinese Books | 第34-35页 |
| ·Abundant Cultural Resources | 第34-35页 |
| ·Low Labor Cost | 第35页 |
| ·The Weaknesses of Chinese Books | 第35-38页 |
| ·Unbalanced Export Structure of Chinese Books | 第35-36页 |
| ·Language Barrier and the Lack of Good Translations | 第36页 |
| ·Low Level of Branding | 第36-37页 |
| ·Lack of Marketing Awareness | 第37页 |
| ·Narrowed and Scattered Distribution Channels | 第37-38页 |
| ·The Opportunities for Chinese Books | 第38-39页 |
| ·External Opportunities | 第38-39页 |
| ·Internal Opportunities | 第39页 |
| ·The Threats from Western Publishing Groups | 第39-41页 |
| Chapter Ⅳ Target Market Segment Strategy of Chinese Books | 第41-53页 |
| ·The International Market Segmentation of Chinese Books | 第41-50页 |
| ·Asian Market | 第42-46页 |
| ·North American Market | 第46-48页 |
| ·European Market | 第48-50页 |
| ·Other Markets | 第50页 |
| ·The Selection of International Target Markets of Chinese Books | 第50-53页 |
| Chapter Ⅴ International Marketing Mix Strategy of Chinese books | 第53-74页 |
| ·Branding Strategy | 第53-57页 |
| ·Export-oriented Book Subjects | 第53-54页 |
| ·Good Translations | 第54-56页 |
| ·Great Book Design | 第56-57页 |
| ·Brand Identity | 第57页 |
| ·Promotion Strategy | 第57-68页 |
| ·Book Catalog | 第58-62页 |
| ·Personal Selling | 第62-63页 |
| ·Advertising | 第63-64页 |
| ·Sales Promotion | 第64-68页 |
| ·Public Relations | 第68页 |
| ·Marketing Channel Strategy | 第68-74页 |
| ·Direct Channel | 第69-70页 |
| ·Indirect Channel | 第70-74页 |
| Conclusions | 第74-76页 |
| References | 第76-79页 |
| Acknowledgements | 第79-80页 |
