After China joins the WTO, some protective policies enjoyed by Chinese publishers, such as the limitation of market access of foreign publications, shall no longer exist. Domestic publishers will face much tougher competition.

The four challenges are as follows: First, after limitations on book distribution rights and market access are lifted, prices in the whole book market will see turbulent fluctuations. Second, foreign companies are permitted to distribute audiovisual products, which will deal a big blow to the domestic audiovisual publishing industry. Third, China's accession to the WTO will negatively affect the country's online publishing sector and e-business. Fourth, after multinationals enter the Chinese market, they may not provide products directly against Chinese laws and regulations, but the depraved ways of thinking and value judgment underlying these products will inevitably have influence on Chinese readers and viewers and attack the mainstay ideology in China.

At the same time, China's WTO entry will also bring about some opportunities, which mainly cover eight aspects. First, it will introduce foreign capital, technologies, management and innovation consciousness. Second, it facilitates international cooperation for China's publishing industry based on the comparative advantages. Third, it can help deepen the publishing system reform, improve the publishing market mechanism and promote system innovations in publishing houses. Fourth, China's accession to the WTO can help create a development mode for its publishing industry and the undertaking as well suitable to the socialist market economy. Fifth, regional protectionism will be removed, forming a nationwide unified book market. Sixth, it provides a favorable environment for legislative work related to the publishing industry. Seventh, China's WTO entry will facilitate the country's participation in international trade and cooperation with the favorable conditions the WTO provides for developing countries and trade dispute settlement mechanism of the trade body. Finally, it is beneficial to China in introducing and fostering professional talents in the publishing field.