After China joins the WTO, its fledgling audio-video industry will directly face fierce competition from the international market. How to improve the overall compositeness of the industry has become an urgent task for every insider in the industry. There are several suggestions on how to sharpen the competitive edge of audio-video publishers.

1. Getting Ready for Challenges and Seeking Further Development

After China's accession to the WTO, audio-video publishers are obliged to play the game in the international market. Therefore, they should get prepared in advance for the coming challenges and seek further development through reforms, cooperation between publishers and distributors of audio-video products and expansion of market shares. On the one hand, foreign advanced management and techniques will exert subtle influences on domestic audio-video makers and help improve domestic audio-video making standard. On the other hand, inflow of foreign capital and foreign joint-stock and chain-store operation modes will also serve to improve domestic environment for hardware and software development in the audio-video market.

Undoubtedly, the WTO entry is to create some difficulties for the audio-video publishing sector. China is required to open up its market and introduce market mechanism strictly according to the timetable set by the WTO. This will force China's audio-video publishers to step up reforms. Under such circumstances, the audio-video industry in China should introduce a far-reaching revolution into its management pattern, operation mode, innovation concept and design techniques and so on to actively push forward the industrial upgrading.

2. Taking Effective Countermeasures in Face of Challenges

The principle of fair trade in the WTO regime will force audio-video publishers to beef up efficiency and then help boost the industry's healthy development. After foreign audio-video enterprises enter China, they will first take some time to get familiar to the Chinese market and will not break the market order in a short period. However, we should realize that Chinese audio-video industry features repeated publication, waste of resources and lack of innovations and so on.

Therefore, audio-video publishers in China should gain adequate knowledge about the situation and get fully prepared mentally. They should change their management mechanism and set up modern enterprise systems. The key to survive increasingly fierce competition for audio-video publishers is to expand their own strength. It is essential to carry out strategic reorganization of resources in line with market rules and mechanisms, accelerate industrialization and promote chain operation in the industry. 

3. Grasping Every Opportunity and Catching Up with Foreign Enterprises

Market competition during the globalization is in nature the competition of different nations and competition of different cultures as well, which requires different countries and nations to mobilize their all resources and wisdoms. After China joins the WTO, foreign audio-video companies swarm into the Chinese market by taking advantages of their abundant capital, powerful programming capacity, making techniques and good management. Therefore, Chinese audio-video publishers should not let go of the dominant position in the ideological culture domain in face of challenges brought about by the WTO and economic globalization. During Sino-foreign cultural exchanges and cooperation, they should not only sufficiently estimate complexity and difficulty of the competition but also keep clear-headed and consciously guard against encroachment of bad cultures.

After foreign audio-video products flood into China, domestic audio-video producers will suffer decreasing consumers. The audio-video market will experience a shake-up in its structure and wash out some weak publishers so that the number of audio-video product distributors will also dwindle. Domestic audio-video publishers should take the opportunity to expand external cooperation and catch up with foreign enterprises. To fulfill this, human resources are the indispensable factor and audio-video publishers should endeavor to foster a batch of talents who are not only good at management but also familiar with the WTO rules.

In a word, China's audio-video publishers should step up cooperation, increase scale benefits, promote industrial structure adjustment, actively explore the market and establish a good market distribution network so as to push forward the industry.