As the sole professional publishing agency for TCFL, Beijing Language and Culture University Press (BLCUP for short in following text) is based on the market of foreign students in China , aimed at forging it as Cambridge University Press of China, taking copyrights output as an important way to improve BLCUP’s global popularity and influence as well as the important way of cultural “overseas export”, trying to make Chinese language and Chinese culture spread worldwide by exporting entity books and copyrights.
　　I.Copyrights Output Gained Remarkable Achievements
　　(i) Main Achievements in Copyright Output
　　Regarding copyright output, BLCUP has exported 162 kinds of books in 2012, an increase of 5.4% compared with 154 in 2011. The successful exportation of Italian version of Easy Steps to Chinese is another coverage of important Europe country, following this book’s exportation to Netherlands in 2011. The successful copyright output of BLCUP’s IELTS guide book series to Vietnam helps the BLCUP to realize the transition from TCFL textbooks and Chinese cultural products to foreign books in exporting copyrights.
　　In April 2012, the “Market Focus” of London Book Fair were held in London Exhibition Center by China as the guest of honor. In this book fair, BLCUP has exported 66 items, and negotiated copyright output about 100 items, and was honored as “advanced unit for exporting copyrights” for the second time by organizing committee of guest of honor (China), following Frankfurt Book Fair in 2009.
　　In July 2012, Japanese version of Historical Survey of the Names of Beijing Streets and Lanes series which was reported by BLCUP to CBI obtained a funding of 700,000 yuan from “Translation Project of Chinese Cultural Works”. In December 2012, the first volume of the series was published officially, and the second will be published in the first half of 2013.
　　From August 29th to September 2nd 2012, the 19th Beijing International Book Fair was being hold in Beijing New International Exhibition Center. BLCUP was displaying separately in traditional booth area and digital exhibition booth area sponsored by General Administration of Press and Publication, and negotiated about the copyright and distribution with 15 publishing institutions from South Korea, Thailand, Japan, Singapore, Malaysia, Indonesia, Russia, Germany. BLCUP also took the advantage of Korea being guest of honor to hold the achievements show of copyright output to Korea, which was specially reported by China Press and Publication Journal. 　　In the eleventh “Excellent Exported and Imported Books” awarding ceremony, the New Concept Chinese of BLCUP was awarded as excellent exported book, and the director of overseas development department Miao Qiang was named the outstanding copyright manager of 2011.
　　In October 2012, at the sixty-fourth Frankfurt International Book Fair, China International Publishing Group, China Publishing Group Company, Phoenix Publishing Media Group Limited, Beijing Language and Culture University Press, Southern Publishing and Media Company Ltd., had ranked top five in exporting copyrights. BLCUP is the only one of the top five as merely publishing house.
　　(ii) Achievements in the Exportation of Entity Books
　　For the entity books exportation, BLCUP had exported more than 30 million yuan of books, which were sold to 67 countries and regions around the world. In 2012, BLCUP got 55 new distributors in 25 countries and regions, such as the United States, Canada, Mexico, Chile, New Zealand, the UK, France, Russia, Spain, Norway, Sweden, Italy, Luxembourg, Poland, Romania, Turkey, Japan, Korea, Mongolia, Indonesia, Malaysia, the Philippines, Thailand, Malawi, Hong Kong, and Taiwan, etc.
　　From May to June in 2012, BLCUP had paid in-depth visits and conducted researches in Singapore and Thailand about Chinese textbooks markets. BLCUP took advantage of attending Singapore International Book Fair to visit many colleges, primary schools and international schools in Singapore, Thailand and visited dealer bookstores in both countries. What’s more, from 3rd to 2nd in June, the BLCUP successfully held training seminar for using BLCUP’s textbooks at Chulalongkorn University in Thailand. By the trip to Singapore and Thailand, BLCUP learned on the spot about the conditions of Chinese language teaching and textbooks using in colleges, primary schools and international schools, which help to clarify and build a distribution network with more complete coverage and clearer levels. This is a successful practice that publishers offer teaching resources, and distributors are responsible for convening and organization, then they carry out the marketing procedures regarding textbooks use training and promote text books together.
　　BLCUP has submitted the report Project of Introducing Chinese Teaching Materials into the Overseas National Education System to Ministry of Finance and the General Administration of Press and Publication. This report has made comprehensive planning for overseas promotion of BLCUP-oriented TCFL textbooks during the “Twelfth Five-Year Plan” from several aspects, including the policy research of overseas national education systems, international brand development of Chinese teaching materials, the localization of channels, construction of teaching resources platforms. 　　In July 2012, BLCUP delegation group attended the 23rd Hong Kong Book Fair. In this book fair, BLCUP had sold a total of more than 400 kinds, 1200 copies of Chinese textbooks, independent audios and video electronic products, which were favored by overseas Chinese teachers and learners of Chinese. At the same time, General Administration of Press and Publication had held a “National Publishing Funds Achievements Show” in the “Mainland Publishing” exhibition area, displaying more than 80 sets of high-quality series books. National Publishing Foundation Project China's Intangible Cultural Heritages by BLCUP was selected as the focus of exhibition to be propagandized.
　　In the ceremony “A Big Step Into the World within a Decade-- Ten Year’s Achievements in Copyright Output of China Press and Publication”, BLCUP’s entity books export and North American Branch Construction Project were selected as important successful cases for display, and won the title “Key Enterprises of National Culture Export” for three times in succession. At the same time, BLCUP’s North America Construction Project was rated as key project of national culture export.
　　In November 2012, BLCUP delegation group had attended the third Chinese Teaching Forum and the Philadelphia ACTFL American Foreign Language Teaching Annual Meeting. The group held BLCUP’s Excellent Chinese Teaching Resources Show in San Francisco and Philadelphia respectively, and had in-depth panel discussion with 10 teachers from the Chinese Department of Philadelphia Pennsylvania University. Finally, they made agreements on developing Chinese textbooks and books suitable for local Americans. In December, as five key exhibitors, BLCUP participated in the International Chinese Language Teaching Resources Exhibition of Seventh Confucius Institute Conference. People’s Daily and other media reported on key project New Concept Chinese of the NOCFL(National Office for Teaching Chinese as a Foreign Language).
　　In 2012, the BLCUP North American branch had set up marketing center and logistics center in Chicago USA, and it will launch the first batch of 300 kinds of books of BLCUP selection books on amazon.com, starting localization of network marketing in America. According to the modern logistics system standard, BLCUP North American branch re-made the barcodes for tens of thousands of books. The books were sent separately in three batches to three warehousing centers in eastern Pennsylvania, central Indiana and western California, covering all areas in eastern, central and western America. As a result, the books can arrive anywhere in the US within three days. With rich varieties of books, adequate storages, convenient logistics and professional services, BLCUP products ranked top sellers among similar products not long after they were launched, and lots of transactions are concluded. 　　II.Experience of Promotion
　　(i) Copyright Output
　　1.Drawing Up a Clear Strategy to Export Copyrights
　　According to General Administration of Press and Publication’s overall planning of “Copyright Output to Overseas Countries and Regions”, BLCUP drew up general export strategy with their own product characteristics. It carried out the work and expand the business under the guidance of the copyright output strategy.
　　In BLCU’s “Twelfth Five-Year Plan”, it put forward clearly the following copyright output strategies: copyright output is not only an effective way to promote BLCUP’s books in overseas markets and to occupy the markets, but also the important factor to enhance the BLCUP’s brand influence. During the “Twelfth Five-Year Plan”, BLCUP will carry on the promotion strategy featured by copyright output. According to the overseas markets structures, BLCUP will target at customized markets for copyright output, improve the quantity, increase benefits, and maintain the leading position among the publishing units across China.
　　BLCUP worked out detailed copyright trade plan, proposed copyright output ideas and working methods, such as the independent development and dynamic combination of book sales and copyright output; conducted in-depth copyright output about key brands; exported multilingual and various products to different regions; it made transition from exporting language learning products to both language and culture products.
　　At present, the copyright output of BLCUP’s main products is mainly targeted in some countries with less popular languages. The English version copyrights of those books are not to be sold, but to be published independently, because the huge demand for English versions of Chinese textbooks will make BLCUP lose dominant right once the copyrights of English version are sold to English-speaking countries and the overseas publishers buying the copyrights of English editions will probably monopolize overseas market with BLCUP’s main products.
　　Easy Steps to Chinese is a successful example of the exportation of copyright to Italy in 2012 after BLCUP’s multiple considerations. Before selling the copyright to Italy, BLCUP conducted a comprehensive evaluation: first, though more and more Italians learn Chinese, the total amount of them is limited; second, due to unfamiliar with the local market, the market development and promotion require high cost; third, if we adopt independent publishing, the long-period publishing cycle may make the local market occupied by other brands. So, BLCUP resorted to exporting copyright in advance, make this textbook tap into Italy market instantly, which is favorable to forge brand and occupy the whole local market. 　　2. Taking Various Cooperation Modes, Creating a New Situation for Copyright Output Constantly
　　(1) Promoting Copyright Output through Active Participation in International Book Fairs of Copyright
　　Beijing Language and Culture University Press (BLCUP) attaches great importance to the vital role of the international exhibition in brand image promotion and copyright output, and actively participates in the international book fairs of copyright. During the 19th Beijing International Book Fair from August 29th to September 2nd in 2012, it had negotiated about copyright and marketing agency with fifteen publishing houses from Korea, Thailand, Japan, Singapore, Malaysia, Indonesia, Russia, and Germany. It also held Achievement Exhibition of Copyright Export to Korea with the opportunity of Korea as the guest of honor, which attracted a lot of insiders. Even the books, whose copyrights have exported to Korea, are very likely to export to a third country. In order to ensure the discussion effect, publishing trade department should initiatively send invitations to all partners at least three months before the exhibition, and some negotiations should start even from the previous year through telephone and e-mail. In addition, it is necessary to send Copyright Weekly and Copyright Monthly to partners regularly according to different countries and regions.
　　(2) Promoting Copyright Output by Guiding Foreign Elite Language Educational Institutions to the Publishing Field through Specialized Assistance
　　The European region is one of the fastest growing areas in the number of people who learn Chinese now, where many countries have successively listed Chinese as a compulsory subject in primary and secondary schools. Chinese College Nederland (CCN), an elite Chinese educational institution in the Netherlands mainly for the youngsters, has always been using the English version of Easy Steps to Chinese, a high-quality Chinese textbook published by BLCUP. In order to expand Chinese textbook market in the Netherlands more effectively, publishing trade department of BLCUP actively guided the college to translate Easy Steps to Chinese into Dutch and publish them locally after a proper localized adaptation. BLCUP also offered help in typesetting and printing because they were worried due to the lack of publishing experience. With the help of BLCUP, CCN specially set up a press and applied ISBN in the Netherlands. Currently, the first volume of the textbook will be published soon. 　　Through this mode of cooperation, BLCUP takes advantage of local radiation effect and influence of the school to promote its products into the European mainstream society quickly, thus achieving the purpose of occupying overseas markets and enhancing its brand influence through copyright output.
　　(3.) Promoting Copyright Output by Seeking Financial Aid for Partners
　　An Romanian organization had been inclined to introduce Chinese-Roman Dictionary to Romania but unable to pay royalties because of economic reasons. To promote its brand in Romania, BLCUP actively consulted with Romanian copyright contact, and jointly sought funding for the publication of the book in Romania. Ultimately, Chinese Embassy in Romania and the NOCFL both subsidized the publication, thus ensuring the copyright output of the book to Romania.
　　For the successful copyright output, the first thing to do is choosing the most powerful professional partners. The second is being honest and sincere, both adhering to the principles and thinking about others so as to get win-win result.
　　3.Developing in Depth by Focusing on Key Brands to Realize Comprehensive Copyright Output
　　To realize the copyright output strategy of focusing on press and using by press, and achieve the combination of copyright output and the long-term development of its brand, recently, BLCUP adopts various multilingual and multidimensional copyright output strategies focusing on key brands with regions including Korea, Japan, Southeast Asia, Europe, South America and Central Asia.
　　For example, the BLCUP brand teaching material Communicative Chinese 301, which won Outstanding International Chinese Teaching Materials Award, achieved the multilingual version of Korean, Japanese, Vietnamese, and comprehensive output of paper textbooks, paper exercise books, CD record and DVD of situational dialogue. In addition, focusing on the feature of network learning being popular in Korea and Japan, BLCUP exported the digital rights to a publishing house in Korea, granting the right of using online class. The annual royalty income of the brand reaches several hundred thousand Yuan because of the realization of a comprehensive copyright output from paper books, matched audio-visual products to right to use online.
　　4.Timely Adjusting Copyright Output Strategy, Constantly Expanding Copyright Output Field
　　The copyright output of language books overseas appears to have advantages. However, foreign Chinese learners are characterized by scattered distribution and low starting point, so foreign publishers generally only introduce one or two of the most popular textbooks in order to ensure the publishing profits in their respective countries. Thus, the copyright output of Chinese textbooks will eventually meet bottlenecks. 　　To solve this problem, BLCUP adopts multiregional, multilingual and comprehensive copyright output strategy around brand textbooks. Besides, it also changes copyright output emphasis from language teaching materials to the combination of language and culture according to the adjustment of publishing direction, which expands the field of copyright output to a great extent.
　　In recent two years, BLCUP has successfully exported culture books like The Culture of Chinese Characters with Illustration by Pictures, Zodiac and The Mice Marry off Their Daughters. The book series Stories of Beijing Street Names in Japanese version are published in cooperation with Japanese publishers. In addition, the copyright of IELTS series counseling books of BLCUP has been successfully exported to Vietnam, which realizes the expanding of copyright output from Chinese textbooks and Chinese culture products to foreign language books.
　　5.Establishing a Management System of Copyright Trade, Achieving Modernization and Standardization of Copyright Output Management
　　Copyright output has special features like coverage of multination and many foreign publishers, large royalties and long business cycles. Thus, BLCUP developed the first domestic copyright trade information management system in 2007 so as to promote the orderly conduct of copyright output. The system is able to fully record the book copyright trade of BLCUP; scientifically counting copyright-output countries, details of copyright-output books, publishing houses purchasing copyright as well as annual copyright trading conditions; and supervise the first printing publication, edition, and sample copy offering. The system greatly improves the management level and efficiency of copyright output and makes copyright management more standardized, open and smooth.
　　6.Constantly Improving the Professional Level of Copyright Trading, Committing to Creating a Talent Team Qualified in Copyright Business
　　Copyright output is a system engineering with long period, which requires the staff with high professional quality, foreign language and international cooperation capacity.
　　For a continued and in-depth development of copyright output, BLCUP attaches great importance to the professional training of staff engaged in copyright trading. On one hand, the press helps them know and be familiar with products well through regular training. On the other hand, it provides them with the opportunity of participating in various international book fairs to enable them to grow fast in practice and broaden their horizons. Moreover, the press commits to creating a talent team with high quality and efficiency by standardizing copyright trading workflow and establishing a sharing mechanism for regular summary and exchange. 　　(ii) Entity Export
　　1.Strengthening the Researching Efforts for Overseas Chinese Textbooks, Devoting to Create a Cultural Product Line of Copyright Export Abroad
　　During the Eleventh Five-Year Plan, BLCUP invested 140 million yuan for research and publication of overseas Chinese textbooks and Chinese culture products, comprehensively launching an international project of promoting Chinese textbooks, with 15 series including 50 product lines and more than 1000 kinds of products, in order to meet the needs of different types of learners of different ages from different countries and regions. Around the dissemination of Chinese culture and the comprehensive Chinese teaching, the press also invested substantial human and financial resources into the research and publication of electronic and audio-visual products with high quality and high level.
　　In 2012, BLCUP continued to increase researching and publishing efforts of Chinese textbooks and Chinese cultural product line, and published the series textbook New Concept Chinese, matched with not only complete paper books but also animation products, fully practicing the concept of “Easy Chinese Teaching and Easy Chinese Learning”. In the same year, BLCUP won the bidding of courseware series A Coursebook on China and reading series Knowledge on China from the Information Office of the State Council. Also, products such as the Spanish versions of A Kaleidoscope of Chinese Culture and The Wisdom of Chinese Characters were listed into the repurchase program by the State Council Information Office. Currently, the special subject Chinese Media and Chinese Economy of A Coursebook on China and reading series Knowledge on China are being published successively, constantly enriching and improving the product line of copyright output overseas.
　　2.Constantly Improving the Global Marketing Networks with Hierarchical and Classified Management
　　Marketing channel construction is an important part of copyright output overseas, so BLCUP has been actively exploring effective ways to enter the mainstream society abroad. During the Eleventh Five-Year Plan, it has set up an overseas marketing network with 296 agents, covering 67 countries and regions. In 2012, it newly increased 55 agents in 25 countries and regions, further improving the sales network and focal point.
　　In 2012, BLCUP has set a total of 40 people to participate in London Book Fair with China as the guest of honor, Frankfurt International Book Fair, Hong Kong Book Fair, Singapore International Book Fair, Taiwan Book Fair, Bangkok Textbooks Teach-In, the Third Chinese Teaching Forum of America, Annual Meeting of American ACTFL Foreign Languages Teaching, Textbook Training of Local Chinese Teachers in Western America and the training in Eastern America to learn more about Chinese teaching and textbook using in primary and secondary schools as well as universities abroad and international schools in practice, thus creating a marketing network with reasonable layout and clear level, and a marketing model with publishing houses providing resources and dealers responsible for convening and organization for the textbook training and promoting jointly. Then the products successfully enter into American mainstream society through cooperation with DELTA, Amazon and other mainstream channels. 　　In 2012, BLCUP did an in-depth exploration and established a hierarchical and classified management mode on the management of overseas distribution channels. From the management of direct sales channels, it adopted different marketing strategies depending on different systems including overseas primary and secondary schools, universities, Confucius Institutes and international schools. From the management of marketing channels, it made full use of respective superior resources of local dealers, reasonably distributed sales channels and implemented hierarchical management. To direct and distribution customers, it implemented hierarchical management according to the scale and radiation capacity. In addition, BLCUP propelled the system of non-store agents in overseas mainstream society to promote the overseas sales network directly into community and school for the fastest and most direct marketing.
　　3.Building a Both Internal and External Digital Network Marketing Platform, Achieving a Universal Coverage in Overseas Market
　　In addition to creating a tangible marketing network and implementing captive agent system in mainstream society, BLCUP also quickly builds a both internal and external digital network marketing platform to achieve a universal coverage around the world, following the development of the online book sales overseas.
　　On building an internal digital network marketing platform, BLCUP has established a global online e-commerce system early in 2007 to support on-line payment by credit card like VISA, MASTER and others, which can not only quickly order books online but also download and learn with paying online. Now this edition has been sold online to 67 countries around the world, of which the E-book downloading with paying has also become an emerging force, showing an increasing trend. Through online sales, products can enter into Israel, Lebanon, Mauritius and other countries and regions, which is difficult for traditional sales, thus effectively extending the copyright-output areas overseas. Now more than 3000 varieties are being sold on BLCUP website and these books have the function of previewing catalog and sample chapters, which strengthens the e-commerce customer service and product marketing force. At present, this edition has about more than two million Yuan a year of sales online, the highest online sales record of this book overseas in China’s publishing industry.
　　For the coverage of the external digital network marketing platform, on the one side, the strategic cooperation with overseas network marketing platform should be established to achieve a quick sale of the products in the main online channels. Now BLCUP has established cooperative relations with network issuing companies like Amazon, SHOP.COM and EBAY, and a comprehensive exhibition of all varieties of its books has been achieved in Amazon. On the other hand, the portal site of its branch office in North America has also been launched, which has simultaneously released subject gateways like FACEBOOK, TWITTER, and LINKEDIN to achieve a precise local marketing in North America. 　　4.Cooperation with Overseas Confucius Institute and International Chinese Promotion Bases to Research and Promote Products for the Realization of an Integrated Marketing Model of International Chinese Language Teaching
　　In view of the characteristics and realities of Chinese international education, it is necessary to ally with a series of strategic partners at home and abroad to comprehensively build a research and development platform for mainstream channels. In recent years, BLCUP has successively established cooperative relationships with Confucius Institute of Portland State University, Confucius Institute of American Western Michigan University, Confucius Institute at the Russian University for the Humanities and Confucius Institute at National University of Mongolia, and has jointly researched and published localized Chinese teaching materials and Chinese culture readings. It has also built strategic partnerships with Chinese international promotion bases of NOCFL like Xiamen University, Wuhan University and Dalian University of Foreign Languages to jointly develop localized Chinese teaching materials and Chinese culture products, which not only provides resources for overseas sales but also expands product sales through the mode of co-organizing seminars and trainings and co-promotion. In 2012, the cultural reading series developed together with Confucius Institute at Portland State University were published successively and got extensive attention and praise from Chinese teachers at the annual session of American ACTFL Foreign Language Teaching and the seventh Confucius Institute Conference.
　　Furthermore, based on Chicago branch in North America, BLCUP is constructing complete industrial chain combining “textbook promotion”, “teaching study”, “teacher training” and “degree education” to realize an integrated marking mode of publications.
　　5.Organizing Overseas Chinese Teacher to Be Trained and Providing Omnibearing Service for Chinese Teaching
　　Training on overseas teachers’ use of teaching materials is an important part of the full range of teaching services, also an inevitable requirement for the sustainable growth of BLCUP’s entity export. Since 2012, through the overseas Chinese teacher training platform of NOCFL, BLCUP has sent a training team including professor Liu Xun, professor Cui Yonghua, Chinese editors and marketing personnel deep into Xiamen University, Sun Yat-sen University, East China Normal University, Peking University, Beijing Normal University and other institutions to give totally 17 times of textbook use training and introduction of its elite resources of Chinese teaching with exhibitions. 　　Besides training in China, BLCUP was also involved in the local Chinese teacher training in western and eastern United States held by NOCFL in October, with a total of 462 Chinese teachers attended. And the Chinese editors detailedly introduced the compiling concept and teaching implementation of three major products: New Concept Chinese, Chinese Paradise and New Practical Chinese Reader. Participators of the training expressed great interest in products of the press, especially the development of interactive multimedia products.
　　In addition, BLCUP, together with Thai distributors, organized the training in the use of the four salable Chinese textbooks of the press in Thailand, with more than 100 native Chinese teachers participating in the training.
　　The training greatly promotes the overseas sales of the brand textbooks like Chinese Paradise, Easy Steps to Chinese, New Practical Chinese Reader, New Concept Chinese, Chinese Tutorial and Kai Kai Chinese, as well as Chinese cultural products.
　　6. To Occupy the Mainstream Market of North America Quickly through Establishment of Branch Press of North America
　　The Beijing Language and Culture University Press consistently adheres to the development direction of realization of localization and main current through products sales in mainstream society in abroad. In March 2011, BLCUP made official registration of branch press of North America in Chicago in U.S.A. Since then, it tries to realize the localization publishing and sales of teaching materials on the basis of actual Chinese teaching in North America relying on the strong strength of publishing teaching materials for Chinese for foreigners by Beijing Language and Culture University Press. Taking the responsibilities of research and development and sales of localization of Chinese teaching materials, it will also set up training institution to implement short-term Chinese and Chinese teacher training, and combine overseas Chinese training, editing and publishing of Chinese teaching materials and sales of Chinese teaching materials, thus form the interaction of overseas training, publishing and sales.
　　In 2012, branch press of North America of BLCUP has already set effective relation with all kinds of Chinese teaching groups in North America, such as the alliance for Chinese teaching, Chinese Teachers Association in various regions, Confucius Institutions (Classrooms), also built cooperative relation with Amazon.com, original dealers, bookshops and libraries. Branch press of North America is cultivating state direct marketing representatives in accordance with the geographical distribution in North America while it implements conventional localization marketing. The establishment of this channel will actively affect the long development of branch press of North America, making the marketing network of branch press of North America cover the whole North America effectively. Meanwhile, official website of branch press of North America has gradually significant influence in Chinese teaching groups and dealers in North America regions, becoming the center of sales distributing, information, supporting resources of Chinese teaching materials of BLCUP in North America. 　　The primary bottleneck of restricting overseas export for Chinese publication copyright is unsmooth overseas marketing channel. To solve this problem, BLCUP finds in recent years that the establishment of localization marketing network for overseas branch is a direct way. In 2012, branch press of North America promotes the online of key products of BLCUP on Amazon.com successfully, making buyers and sellers face directly. Thus it makes marketing channel smoother than before and meets their requirements of consumption habit and product diversification for Chinese learners in North America.
　　III.The New Situation and New Challenge for Copyright Output
　　(i) Copyright Output
　　Firstly, it must make every effort to research and develop the products suitable for overseas export of copyright to realize effective export of copyright. In recent years, BLCUP made great progress in copyright output due to continuous research and development of new products. During the “Eleventh Five-year Plan”, it invested RMB 0.14 billion accumulatively in overseas Chinese teaching materials and introduction of Chinese culture products for their research, development and publishing, and then brought out 15 series Chinese international promotion project including 50 product lines and 1,000 kinds of teaching materials to meet learning requirements for different learners at all ages in different countries and regions.
　　Secondly, as effective methods of overseas copyright output, both copyright output and entities output play the same important role in spreading Chinese language and culture. It neither restricts copyright output for expansion of entities output amount nor affects the sale of books for pursuing amount of copyright output. Instead, it makes an effort to realize maximum double benefits of “Copyright Output to Overseas Countries and Regions” through establishment of positive interaction for physical sales and copyright output of books.
　　In addition, it shall pay attention to typesetting format and internationalization standard of digital port to avoid the failure of copyright owing to incompatible format so as to realize effective copyright output.
　　In actual work, BLCUP often encounters kinds of complicated copyright application, such as some foreign schools want to make use of some teaching materials owned by BLCUP for localization adaptation, some websites expect to incorporate products of BLCUP into its reading resources package, libraries wish to get authorization use, while some want to utilize the contents from magazine Learning Chinese, also would like to provide talking pen for products of BLCUP for overseas publishing and sales. Furthermore, these cases will be more and more common with more frequent culture communication in worldwide and diversified demand for Chinese learning and deep development of digitization. Beijing Language and Culture University Press is seeking relevant copyright cooperation model, royalty payment standard and effective copyright methods. 　　(ii) Entity Output
　　1. At Present, Great Changes Take Place for Products Form of “Copyright Output to Overseas Countries and Regions”, Form of Products Must be Reformed Timely
　　With the great change of products form of “Copyright Output to Overseas Countries and Regions”, the multidimensional research of Chinese teaching materials for foreigners has become development tendency of overseas Chinese teaching, digital online products and supporting resources are given more and more attention and welcomed by learners. BLCUP puts forward the development direction of characteristics and specialization, focusing on the best quality and multidimension of books, intensifying the paper characteristics book publishing, electronic audio and video publishing, digital network publishing. Meanwhile, it shall strengthen construction of network resource platform to ensure the occupation of market in times when product form changes quickly.
　　2. At Present, Great Changes Take Place for Channel Form of “Copyright Output to Overseas Countries and Regions”, Channel Must be Updated and Adjusted in Time
　　With the great change of channel form of “Copyright Output to Overseas Countries and Regions”, some overseas physical bookstores are shrinking gradually under double pressure of network sales platform and digital publishing. To maintain sustainable development of entities output, on the one hand, it needs to develop network marketing; on the other hand, it needs to strengthen direct marketing for overseas mainstream colleges, secondary and primary schools, and Confucius Institutes, making products into overseas mainstream society through regional agent system in mainstream society.
　　3. It Is Inevitable Development Way of Enlarging Entities Output and Opening Up Overseas Market from “Copyright Output to Overseas Countries and Regions” of Books Products to the “Copyright Output” of Entities Organization
　　It is necessary to set up branches and distribution centers in key areas of global layout to make a further breakthrough when entities output runs to a certain stage, to ensure the research and development and marketing of localization products effectively, thus make products into local national educational system and mainstream society.
　　It is inevitable to set up branch press of North America firstly in U.S.A where it is a hot spot of learning Chinese for overseas expansion. The establishment of branch press of North America can solve bottleneck problems encountered in the course of product localization and marketing channel localization for Chinese cultural product and Chinese teaching materials through preposing of product research and development and marketing plate towards market in North American market, thus making cultural product and Chinese teaching resources with Chinese value into mainstream market in North America effectively.