湾区融合视阀下内地出版物走向港澳地区的方式、难点及策略研究

[中图分类号] G239 [文献标识码］A [文章编号] 1009-5853（2025）05-0089-10

Research on the Pathways，Challenges and Strategies for Mainland Publications Entering the Hong Kong and Macao Markets from the Perspective of Bay Area Integration

Xu ZhiwuCui ChangXia BaojunWang YingFeng Linyu （School of Information Technology in Education，South China Normal University，Guangzhou， 510631）（School of Information Technology in Education，South China Normal University， Guangzhou，510631）（School of Information Technology in Education，South China Normal University，Guangzhou，510631）（Sino-commercial Trading Ltd.，Guangzhou，510370）（Sinocommercial TradingLtd.，Guangzhou，510370）

[Abstract]This study analyzes the methods and challenges of mainland publications entering the Hong Kong and Macao markets and proposes optimized measures for their entry into these markets inthecontextof Greater Bay Area integration.This study identifies that the Hong Kong Book Fair， bookstore retail，and copyright exportsare the primary channels for mainland publications to enter the Hong Kong and Macao markets.During this process，mainland publishing companies face the following challenges：the relativelysmallsize of te Hong Kong and Macao markets，leading to high costs per unit; cumbersome import and export procedures，and slow capital repatriation;mainland book layouts may not align with the reading habits of Hong Kong and Macao readers; limited policy support and insuffcient financial assistance.To address these issues，this paper proposes targeted optimization strategies at the macro，meso，and micro levels，including establishing branches and subsidiaries in Hong Kong and Macao，strengthening targeted policies， enhancing financial support，and fostering an environment conducive to cultural exchange.

[Key words] Bayarea integrationMainland publications Book exportsBay area publishing

1引言

《粤港澳大湾区发展规划纲要》提出“共建人文湾区”，并以“塑造湾区人文精神”“共同推动文化繁荣发展”“加强粤港澳青少年交流”“推动中外文化交流互鉴”为要点，明确推动“人文湾区”建设的主要内容[。（剩余12463字）