Abstract:

Localization marketing is an inevitable choice for the publishing companies when they“going out ”,but it faces complex macro environment and micro environmental risks. The companies must build a complete risk control system to counter it. This system includes: based on a comprehensive risk management concept, establishing localization marketing risk management system; building risk prediction system; identificating and assessing risks; taking avoidance, mitigation, dispersion, transferring and accepting risk control techniques; adjusting subsequent.

Key words: Localization marketing/　Comprehensive risk management/　&ldquo, Going out&rdquo, /　Risk control system