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于春迟社长法兰克福书展谈外研社“走出去”战略
摘自:国务院新闻办公室《中国出版走出去》特刊
1、于社长,您好!据统计,到2008年底,国内出版对外汉语和外向型图书的出版社已有80多家。近年来,外研社大力开拓海外市场,每年出版的“走出去”图书有七八十种。请问,你们是如何策划开发符合国外读者需求的图书产品,并打入所在国的主流渠道的,有哪些具体的措施?
1. Hello, Mr. Yu. By the end of 2008, there were already over 80 Chinese publishers offering Chinese learning publications and other products targeted at the overseas market. In recent years, FLTRP has been making tremendous efforts in exploring the overseas market, with 70 to 80 relevant titles published every year. My question is, how do you plan and develop publications that meet the needs of the overseas readers? And how do you enter the mainstream distribution channel of the targeted foreign market? Can you give some specific examples?

  于春迟:本世纪之初,外研社在研究未来发展时就明确提出了要“走出去”,向国际市场发展的战略。过去30年,外研社的主要任务是帮助中国人学习外语,了解世界文化,为中国人打开一扇通往世界的窗户,今天我们要为外国人学汉语、了解中国打开新的窗户,这也是秉承了我社“记载人类文明,沟通世界文化”的立社宗旨。“引进来”与“走出去”是相辅相成的,我们也正是利用了我们多年来“引进来”的优势和经验在做“走出去”的工作。要“走出去”关键在于两点:一是内容,二是渠道。从内容来说,我们以帮助外国人学习汉语和中国文化为核心内容。长期以来外国人认为汉语难学,对中国文化也不容易接受,一个重要的因素是我们对内容的选择和表现还缺乏深入研究。我们拿什么样的东西给他们,如何适应他们的需求、学习和阅读的习惯,这是一个必须首先解决的问题。最近几年,我们贯彻中宣部、国家新闻出版总署、教育部等领导部门的指示,特别是在国家汉办的具体指导下,出版了《汉语900句》、《汉语800字》、《我和中国》、《走遍中国》、《汉字五千年》、《中国文化读本》等一批受到海外学习者欢迎的汉语和中国文化基础教材和读物。这些产品的共性就是面向大众、生动活泼、图文并茂、易于接受。第二点是渠道,我们采用和国际出版机构合作出版的方式,“借船出海”,双方共同组织作者、共同编写、共同出版,借用他们的渠道优势,直接进入海外主流销售渠道,取得了很好的效果。目前这种合作正在不断扩大,他们对汉语和中国文化的出版业更有信心,进入了一个良性循环。
As early as the beginning of this century, FLTRP made it clear that “going global” and developing the overseas market would be one of our important strategies for the future. In the past 30 years, FLTRP has mainly focused on helping Chinese learn foreign languages, which are like a window to the outside world, so that they could understand other cultures better. This is in line with our mission of “recording human civilization and bridging different cultures.” “Going global” is the other side of the same coin of copyright trade. We have many years of experience in introducing other cultures into China and are now exploiting that experience in “going global”.

There are two key points for going global: one is content, and the other is distribution channel. In terms of content, we believe we should aim at helping foreigners learn Chinese language and culture. Chinese has always been regarded as a difficult language to learn and Chinese culture hard to appreciate. One important reason for this is we haven’t done enough in choosing the appropriate contents and finding the right ways to present them. What shall we present, how to suit the learners’ needs and learning/reading habits, are the issues that must be addressed first. In recent years, we have been following the guidelines of the Publicity Department of CPC Central Committee, the GAPP, MOE, and in particular, Hanban. We published a variety of coursebooks and readers for learning Chinese language and culture, which have been well received by learners of Chinese in other countries, including Everyday Chinese, Essential Chinese Dictionary, Me and China, Discover China, 5000 Years of Chinese Characters, Insights into Chinese Culture, etc. All these products share a few common features, i.e. written in a reader-friendly style, with fun elements, designed with lots of photos and images, and easy to use.

The second key point is distribution channel. For this issue, we are taking the strategy of “going out to the sea by borrowing a ship”. We collaborate with international publishers in contracting authors, co-planning, co-writing, and co-publishing. Most importantly we get a leverage of their distribution channels to deliver our products to the overseas mainstream sales channels. The results are very good. Cooperation of this kind is expanding. Our partners are becoming more and more confident on publications of Chinese language and culture. We have entered a positive cycle.

2、2003年,外研社成立了汉语事业部,开始进军汉语出版领域。2005年,外研社与培生教育集团、麦克米伦教育集团宣布共同推动“对外汉语出版工程”,旨在把汉语和中国文化推向世界。请问目前外研社“对外汉语出版工程”的进展如何?
2. FLTRP established its Chinese publishing department in 2003, marking the beginning of your entry into the Chinese publishing market. In 2005 FLTRP jointly announced with Macmillan Education and Pearson Education that you would join hands in implementing the “CLT Publishing Programme” in order to promote Chinese language and culture to the rest of the world. Could you please update us on the progress of FLTRP’s “CLT Publishing Programme”?

  于春迟:2005年法兰克福书展期间,我社与两大国际教育出版集团宣布共同推动“对外汉语出版工程”,引起了广泛关注,法兰克福书展专刊在头版头条以“中国走在世界的舞台上”为题予以报道。这一工程的目标是计划用十年时间,我社每年投资1000万,十年投资1亿,出版15个系列1500种产品,通过国际合作出版方式,进入海外销售主流渠道。这是一个以出版(包括传统出版和数字出版)为中心,以教育培训和网络学习为两翼的综合性立体化出版工程。其中出版项目涉及对外汉语工具书、国别汉语教程、来华留学生语言课程、多媒体学习课程、学习标准与测试、中国文化对外传播等六大领域。四年来,我们和国际公司进行了卓有成效的合作,特别是和麦克米伦集团共同策划了一大批适应国际市场的新产品,包括《走遍中国》系列教材、《汉语学习词典》多语言出版、《中文天天读》等,这些项目将在今年法兰克福书展期间和读者见面。
During Frankfurt Book Fair 2005, our press and the two international educational publishing groups drew extensive attention by jointly announcing our determination to promote the “CLT Publishing Programme”. The Frankfurt Book Fair newsletter reported this event as headline news with the title “China on the World Stage”. The objective of the programme is to publish 1,500 titles in 15 series in 10 years, with an annual investment of 10 million yuan by FLTRP, which meant a total investment of 100 million yuan. Through co-publishing with international partners, these titles will enter the mainstream sales channels of the overseas market. The programme includes both traditional publishing and digital publishing components. Publishing is at the core of this comprehensive multi-dimensional programme, with training and online learning as supporting lines. The range of publishing covers CLT reference books, CLT coursebooks in various foreign languages, CLT coursebooks for foreign students in China, multimedia courses, curriculum standards and test-related titles, titles on Chinese culture, etc. Over the past four years, we have conducted fruitful cooperation with our international partners. In particular, we have published a series of products with Macmillan Education, including the Discover China series, multiple language editions of Learners’ Dictionary of Chinese Language, FLTRP Graded Readers: Reading China, etc. All these products will make their first appearance at the Frankfurt Book Fair.

3、中国图书要“走出去”,人才队伍尤其是外语人才的培养是一个关键。请您谈谈外研社在“走出去”人才队伍的积累和培养方面的主要策略是什么?
3. In order for Chinese publications to go global, human resources, especially talents with foreign language skills, are a key. Could you share with us what is FLTRP’s strategy on recruiting and training talents for the purpose of going global?

  于春迟:出版是一项知识密集型的事业,优秀的人才队伍就是我们的核心竞争力,长期以来,外研社都将人才的培养放在首要的位置上来抓。我们在人才策略上推行的是“精英战略”,即在人才的引进上严格把关,在人才的成长过程中提供系统化的培养和考核方法,通过目标引导和“核心人才培养计划”牵引人才的良性发展,并为他们创造良好的发展机会和宽松的文化氛围,使优秀的人才能够脱颖而出,特别在外语类人才方面,我社一直占据着优势。经过三十年的积累和发展,外研社已经培养了一批优秀的编辑、市场、版权和管理人才队伍,正在为“走出去”积极准备。
Publishing is a knowledge-intensive business. Outstanding human resources are the source of our core competence. Retaining and training talents has always been a top priority for FLTRP. The strategy we adopt in this respect can be called “elitism”. This means a whole process in which recruitment is strictly administered, training is systematically provided, and performance reviews are scientifically conducted. Goal-orientation is stressed. “Core talents training schemes” are deployed to induce positive development of human resources. At the same time a friendly corporate culture is created to encourage employees’ professional development. All this makes sure that outstanding talents will be identified and have opportunities to apply their abilities. In terms of foreign language expertise, our press enjoys a special advantage. Through 30 years’ accumulation and development, FLTRP has built up excellent teams of editors, marketing personnel, copyright professionals, and managers. We are actively preparing for going global.

4、今年的法兰克福书展中国是主宾国,外研社作为中国出版外语语种最多、图书品种最丰富、规模最大的专业外语出版机构,将重点推出哪些图书?
4. China is the guest of honour for this year’s Frankfurt Book Fair. As the largest publisher specialized in foreign language publishing in China, what are your major products to be launched at Frankfurt?

  于春迟:今年中国首次作为“主宾国”参展,无论是国家层面还是业界以及媒体都高度关注。各出版社都希望能利用这个平台展示自己的出版理念、出版成果和重要产品,获取更多的国际出版合作机会。外研社今年将有四个主题活动,分别是和牛津大学出版社合作的李岚清《突围》英文版新书发布、和中国文化中心、德国哥廷根大学共同举办季羡林先生《留德十年》(德文版)新书发布会、“我眼中的你”中德学者论坛以及和麦克米伦公司合作的《走遍中国》汉语教材新书发布会。有语言教材出版,但更着眼于文化传播。特别是《留德十年》出版,德方非常重视,将先后在柏林、哥廷根、法兰克福举办三场专题活动。举办这些活动最核心的一点就是让外国人更多地了解中国文化的核心价值以及对世界文化的贡献。除举办活动外,出版社还有很多常规的业务洽谈,今年预期签约项目特别是对外授权项目将超过去年。同时我们的欧洲信息中心在德国,我们还将利用这个机会举办我们的作者座谈会,听取他们意见。
Because China is the country of honour for Frankfurt Book Fair for the first time, the government, publishers, and the media are all paying huge attention to this event. Each and every publishing house wants to show its own publishing philosophy and key products on this platform, with the purpose of winning more opportunities of international cooperation.

This year FLTRP will hold 4 events, which are the book launch of Breaking Through, written by Mr. Li Lanqing, former Vice Premier of China, co-published by FLTRP and OUP; the book launch of Ten Years in Germany (German Edition), by Mr. Ji Xianlin, with the event co-organized by FLTRP, the Chinese Culture Centre in Berlin, and Geottingen University; You and Me, a dialog between Chinese and German scholars; and the launch of Discover China, a series of CLT coursebooks jointly published by FLTRP and Macmillan Education.

We do publish a lot of language textbooks, but our focus is more on cultural communication. Our German partners are very keen on the publication of Ten Years in Germany. They will hold 3 events for the book. The primary objective for holding these events is to provide an opportunity for the foreign friends to understand the core values of Chinese culture and its contribution to the world. Apart from these events and activities, we are going to hold numerous business meetings. The number of deals to be achieved this year is expected to exceed that of last year. Furthermore, we have an information centre in Germany, and we will use this opportunity to hold a seminar with our authors and listen to their advices.

5、当前,中国图书的“走出去”还处于初级的阶段,基本上以版权输出为主,而对版权落地后的市场营销和产品追踪,还没有办法深度介入。您觉得我们目前“走出去”所遇到的最大困难或者说瓶颈是什么?
5. “Going global” for Chinese publishing is still at an early stage, mainly taking the form of copyright export. Chinese publishers are not able to get deeply involved with the marketing and follow-up the products when they have landed in the target markets. What do you deem as the largest obstacle or bottleneck for our “going global” efforts.

  于春迟:今天的情况和20年前发生了很大的变化,中国的市场更加开放了。很多国际出版企业来到中国,在中国设立了代表机构,直接和中国出版社开展工作,据我所知,已经有40多家国外出版社在华设立了办事处,最主要的一些国际性教育出版机构都已经设立了代表处。应该说,“引进来”变得越来越容易了。但同时对我们的挑战也越来越大,竞争也越来越激烈。我们在“引进来”的过程中要注意如何优化选题、优化结构,创新双方合作模式,按照国际惯例办事。只有双赢,才能与合作伙伴做到长期可持续发展。特别是要加强对细分市场的研究,为特定的产品找到特定的用户市场,既满足学习者的需求,也是产品效益最大化。
There have been tremendous changes compared with 20 years ago. China has a much more open market. Many international publishers have set up rep offices to do business directly with Chinese publishers. According to my knowledge, more than 40 foreign publishers have set up representative offices in China. All of the major international educational publishers have rep offices already. It is fair to say that copyright import has become much easier than before. At the same time, it means we are facing more intensive competition. We need to pay constant attention to optimize the planning of our product line, devising win-win cooperative models, and following internationally-accepted practices. Only by win-win relationship can we establish long-term collaboration with our partners. We particularly need to do market segmentation analysis, so as to pinpoint the appropriate market niche for certain products. That is the way to meet learners’ demand as well as maximizing profits for the products.

6、最近,外研社与迪士尼英语在BIBF上签署了战略合作协议,双方共同开拓迪士尼英语系列图书的中国市场。请问你们在双语读物的市场拓展方面主要做了哪些工作?
6. FLTRP recently signed with Disney English a strategic partnership agreement at the BIBF in order to develop the Disney English ELT products for the Chinese market. Could you talk about the market development work you’ve done for bilingual readers?

  于春迟:外研社正式与世界著名品牌迪士尼合作,首次推出满足中国儿童需求的迪士尼英语系列图书。在此之前,外研社与迪士尼一直针对各自的特点和所在的领域进行着互补性的研究和探索,双方就未来几年战略合作内容进行深入研讨后,为把握中国日益上升的儿童学习英语市场机遇,同时基于迪士尼儿童英语图书的巨大市场前景,双方决定进行全面而长期的战略合作,并通过发挥各自的优势资源与经验,在产品规划、技术研发、市场推广、渠道销售等各个环节结成紧密的合作伙伴关系。
FLTRP officially started cooperation with the world-famous Disney to launch the Disney English products for Chinese kids. Before this point, FLTRP and Disney had conducted complementary studies and explorations in our own respective special areas. After in-depth discussion on both parties’ strategies in the following years, both sides decided to start comprehensive and long-term strategic collaboration, so that we can catch the business opportunities brought by the booming market for kids to learn English and the strengths of combining the Disney brand with quality ELT contents. We will both contribute into this partnership our own advantageous resources and expertise in terms of product planning, technical development, marketing and distribution.

  此次外研社与迪士尼合作必将是强势互补的双赢合作,此次合作也展示了外研社少儿出版在对外合作出版领域的拓展方向。
The cooperation between FLTRP and Disney is definitely an alliance between industry leaders. The deal also indicates FLTRP’s will to work with international publishers in the field of children’s books.

7、我们今天谈的是“走出去”的话题,不过我们也知道外研社一向非常重视“引进来”工作,比如《新概念英语》就创下近亿册的惊人发行量。请您谈一谈外研社与牛津大学出版社、英国朗文公司、麦克米伦公司、剑桥大学出版社等在“引进来”方面的基本情况。

7. Today, our main topic is about going global. However, we all know that FLTRP is always strong on copyright import. For instance New Concept English has set an amazing selling record of nearly 100 million copies. Please share with us the general situation of copyright import regarding FLTRP’s collaboration with Oxford University Press, Pearson Education, Macmillan Education, Cambridge University Press, etc.

  于春迟:1983年,外研社与牛津大学出版社签署了《牛津初级英语学习词典》和《牛津英语学习指南》这两本书的授权协议,这是我们在中国加入国际版权公约之前便开始尊重版权的标志,也是我们有史以来签署的第一份授权协议。自此,外研社逐步铺开了与国外各大出版社的全面合作。
In 1983, FLTRP signed the license agreements with Oxford University Press on Oxford Elementary Learner’s Dictionary of English and Practical English Usage. Those were FLTRP’s first license agreements ever. They are also the hallmark of our respect for copyright – please keep in mind that 1983 was a long time before China joined any international copyright convention. From then on, FLTRP has gradually developed comprehensive cooperation with major oversea publishers.

  与牛津大学出版社合作的最著名、最畅销的产品莫过于《书虫》系列了。该系列自出版至今,已发展成为一个由7个级别、102个品种构成的读物家族,读者从小学生到成人英语学习者,遍布各年龄层,是中国英语学习者眼中的读物经典。此外,牛津大学出版社的词典类产品也是我们的合作重点之一。外研社出版的牛津品牌词典共十余种,既有适合不同层次读者的各种学习型词典,又有适合特殊查询需求的各门类词典。除了英语学习以外,文化的传播也是外研社和牛津大学出版社所关注的方向之一。我们从2007年起便开始陆续出版的《斑斓阅读》系列就是这样一个由50本书构成,涵盖历史、哲学、宗教、政治、自然科学、艺术和文化等方面的英汉对照百科类读物。这套书自出版以来获得了极大的赞誉,畅销不衰,特别受到广大读者、大学生和教师的欢迎。
The best-known and most successful example of collaboration between FLTRP and OUP is the Bookworm series, which has now been developed into a systematic series of readers composed of 102 titles in 7 levels, covering a wide age range of readership from primary school pupils to adult English learners. It has become a classic in the eyes of English learners in China. Apart from Bookworm, dictionaries are also an important part of our collaboration. FLTRP has published over 10 OUP dictionaries, including not only learner’s dictionaries for different levels but also dictionaries on specific subjects. Apart from ELT, cultural communication is also another mutually interested area for FLTRP and OUP. The Very Short Introduction series is a 50-book collection of bilingual non-fiction readers covering history, philosophy, religion, politics, natural science, art, culture and etc. Since this collection was released to the market, it has been well recognized by readers and had extraordinary sales performance, especially among university students and teachers.

  谈到英国培生公司就不可避免地要提《新概念英语》,这套书自1997年由外研社出版以来,行销不衰,屡屡在出版界创造奇迹,也在中国培养出了一批批“新概念迷”。2008年,我们又邀请原作者的遗孀Julia Alexander根据原作者的课程体系和思路,编写出了一套《新概念英语青少版》,很好地延续了原书的教学精华,上市以来深受青少年学习者的喜爱。我们和培生合作的另一个重磅产品便是《朗文当代高级英汉双解辞典》。这本词典是全球数一数二的学习型词典,被誉为“最适合学生使用的学习型词典”。
Talking about our collaboration with Pearson Education, New Concept English is a name I must not fail to mention. Ever since its publication by FLTRP in 1997, it has become a miracle in publishing industry. New Concept English also has its fans among different generations of English learners. In 2008, we invited Ms. Julia Alexander, the widow of the author, to present our readers with Junior New Concept English based on the original author’s curriculum and pedagogy. JNCE inherits the essence of teaching and studying methodology in the original book. The series has already been warmly received by young learners of English. Another important product published in collaboration with Pearson Education is Longman Dictionary of Contemporary English (Bilingual Edition). This dictionary is considered one of the best dictionaries for learners. It has won the recognition of learners of English in China since the publication of its first edition.

  剑桥大学出版社也是外研社的密切合作伙伴之一。在双方的通力合作下,我们推出了“剑桥课程体系”,包括《剑桥国际少儿英语教程》、《剑桥国际儿童英语教程》、《剑桥国际英语教程(第三版)》以及即将出版的《剑桥国际英语教程青少版》。整个系列是一套适合从5岁学到成年的全方位英语培训教材,着重从听说能力的培养入手,培养良好的英语学习习惯,并循序渐进地进行英语学习,是外研社面对培训学校课程的重要课程体系之一。此外,剑桥雅思考试真题集与剑桥雅思备考系列也是我们与剑桥大学出版社的重头产品,在中国广大雅思考生中被奉为“雅思考试必读圣经”。
Cambridge University Press is also one of the closest partners of FLTRP. With our joint efforts, we have established the Cambridge ELT System, including Playway to English, Kid’s Box, Interchange 3, and the upcoming Connect. The whole system is a full set of English training textbooks covering the needs of English learners from 5-year-old children to adults, with an emphasis on the training of listening and speaking skills, nurturing good English learning habits and conducting English training according to a scientific procedure. It’s one of the most important curriculum systems developed by FLTRP for training schools. In addition, Cambridge IELTS series, and Insight into IELTS series are also key products by FLTRP and CUP, which are regarded as the must-read among the vast number of IELTS test-takers in China.

  麦克米伦公司是我们在学校教材方面的密切合作伙伴。双方共同开发的《新标准英语》系列教材与逐步开发出的辅导系列形成了一个庞大的“新标准体系”,在中小学教材方面颇具影响力。为了继续壮大这个体系,我们目前正在开发该套教材的大学系列,希望能陪伴英语学习者走过从小学到大学毕业这16年的光阴。
Macmillan Education and FLTRP have developed successful collaboration on school textbooks. The New Standard English series jointly developed by us, together with the supplementary materials, the NSE series has formed a huge NSE ELT system, which enjoys significant influence in the school textbooks market. In order to continuously strengthen the system, we’re now developing a New Standard College English series, hoping that the NSE series will accompany our English learners \through the 16 years from primary school till graduation from college.

  在以后的出版当中,我们还将积极与全世界的优秀出版社合作,继续给中国的学习者和读者带来一个又一个的惊喜。
In the future, we’ll continue to work vigorously with outstanding publishing houses from all over the world to bring one surprise after another to the learners and readers in China.

8、1979年成立的外研社到今年刚好30年,外研社从“引进来”到“走出去”,可谓创造了中国出版史上的一个奇迹。请问于社长,外研社在“走出去”方面的发展战略是什么?有什么具体的远景规划?
FLTRP was founded in 1979 and it happens to be its 30th anniversary this year. From copyright import to “going global”, FLTRP has created a miracle in the Chinese publishing history. Could you describe to us FLTRP’s strategy of “going global”? Do you have some specific long term plans?

  于春迟:过去“引进来”的经验和资源对我们“走出去”有非常大的帮助,可以说是相辅相成,互相促进的。首先说经验,我们实施“走出去”战略时, 首先在想外国人是怎么进入中国市场的。充分的调研、产品的定位、合作伙伴的选择、相互的沟通与理解、共同做市场推广等是基本的国际操作惯例,这些经验与操作方法今天同样值得我们“走出去”借鉴。第二是资源,我们在“引进来”的过程中,几乎和全球最重要的教育出版机构,特别是涉及语言教育的出版机构都有长期的合作,彼此成了好朋友,相互信任。每年北京国际书展期间我们都举办一个外研社的招待酒会,大家在一起未必谈具体项目,但老朋友聚会,再忙也要来。所以和他们合作“走出去”也就顺其自然,他们也愿意优先和外研社合作。
The experience and resources accumulated from copyright import in the past is a tremendous help to our “going global” strategy. “Going global” and copyright import are two related and interactive policies. Let’s look at our experience: when we implement “going global” strategy, first of all, we need to think about how foreigners enter the Chinese market. Comprehensive market survey, product positioning, choice of right partners, mutual communication and understanding, joint marketing efforts are internationally-accepted standard practices. These experiences and operation methods are what we can learn from when going global. Secondly, we need resources. Through copyright import, we’ve already established long term collaboration with the most important educational publishers, especially those specializing in language education. We have become good friends with mutual trust. Every year during the BIBF, FLTRP holds a dinner reception for friends to get together. We don’t necessarily have to talk about business during the reception. People can just come and catch up with old friends. Usually no matter how busy people are, no one wants to miss the occasion. So the collaboration with FLTRP on our “going global” policy comes naturally.

  “引进来”和“走出去”并不矛盾,我们将并重发展,相互促进。过去我社国际部的工作主要是引进,引进版产品的比重达到25%--30%,最近三年来,他们的工作中心转移了,有一半的精力用在“走出去”,输出版权、合作出版、产品出口等。目前输出版权项目达到每年80到100个左右,产品出口虽然还没有形成规模,但上升势头很好。在明后年,随着一批新项目陆续上市,海外销售的份额将成倍增长。
Copyright import and “going global” are not in conflict. We’ll place equal emphasis on the two tasks and pursue parallel development. In the past, the major work for FLTRP’s International Department is copyright import, which accounts for 25%-30% of of our products. But in the recent 3 years, the focus of their work has been shifted and half of their attention is devoted to “going global”, such as licensing of copyright to overseas, co-publishing for overseas market, export of our products, etc. Now, we have around 80 to 100 licensing deals to overseas every year. Though the volume of export hasn’t expanded to a large scale, it already shows a rising tendency. In the upcoming two years, with the publication of a number of new projects, the volume of export is expected to multiply.
2009-10-16 10:31:25
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