Abstract:

Taking the nearly 10 years of Wolf Totem’s “going global” as the main axis and  extending for about 10 years before and after each，it is divided into three periods. Observing  the development process of “going global” of the book’s presser，Yangtze River Literature and Art Publishing House，in these three periods，synthesizing a triple analysis framework that  integrates macro domestic and international environments，meso publishing ecology，and micro  actors to diachronic examines the reasons for the successful “going global”of Wolf Totem. It is  found that the opportunities of the times and the strong support of national power are important  for publishing “going global”，the government and market functions need to clarify the  boundaries and collaborate on innovation， which is necessary for publishing“going global”， the exertion of the initiative of actors at different levels and links， as well as the effective  operation of market mechanisms，are the foundation for publishing“going global”，providing  historical reference and practical mirror for improving the level and effectiveness of publishing  “going global”.   

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