Research On The Transformation Development Of Xinhua Bookstore In The Post-enterprise Restructuring Era

In the course of more than eighty years' historical development,reform and innovation become the most distinctive theme of Xinhua Bookstore all through the time with the Xinhua Bookstore's development.At present,Xinhua Bookstore is quite different from the past in terms of external macroenvironment,national policy,internal operating environment,organizational form and product form.By using "PEST Analysis Method","Porter's Five Forces Analysis Model","Long Tail Theory" and "Value Chain Theory",This paper reviews the thorough development process of Xinhua Bookstore,recognizes the background of transformation development,and at the same time analyses the chance and challenges faced by Xinhua Bookstore.The overall goal of transformation development is put forward by this paper,and the specific practice of the transformation development of Xinhua Bookstore is examined as well as the existing problems and causes.Finally the scientific and reasonable transformation path is advanced in the hope of guiding and promoting the transformation development of Xinhua Bookstore.More concretely,on the basis of revealing the background and significance of the research and defining the relevant concepts,this paper indicates the basic theoretical issues of the transformation development of Xinhua Bookstore,sorts out the development process,current situation and operation situation of Xinhua Bookstore,analyses the external environment faced by the transformation development comprehensively,and the overall goal of the transformation development of Xinhua Bookstore in the post-enterprise restructuring era is proposed.Then,this paper establishes the research framework of the transformation development of Xinhua Bookstore,and conducts in-depth research in three aspects including government management,market direction and technological change.Among them,the political orientation of the government is the guarantee and the basic requirement,which mainly analyses the political orientation,the social service requirement,the concrete practice exploration and the existing problems of the transformation development of the government under the basis of the ideology management.The market orientation of the industrial development is the key,which primarily analyses the market environment faced by the transformation development,the construction of the industrial value chain under the new situation,and the measures taken by the market innovation as well as the existing problems.And in the context of informatization,technological change is the driving force,including the impact of informatization on organizational management,internal informatization construction,the informatization practice of book distribution under the condition of technological change and the existing problems.Finally,this paper analyses the logic and target path of the transformation development of Xinhua Bookstore,and at the same time coordinates the transformation realization path from three perspectives of government,market and technology,so as to provide some useful countermeasures and suggestions for the transformation development of Xinhua Bookstore.The transformation development of Xinhua Bookstore is not only a theoretical problem,but also a practical one,and there is no one size fits all.Simply considering the market economy benefits,or being confined to the government-oriented perspective,even simply responding to technological changes in information technology,which would inevitably be "blind" and just like "a blind man feeling an elephant ",and it is difficult to put forward a practical transformation path.Only by considering the three factors of government,market and technology as a whole,can the correct way out be achieved.And this vision is the practical significance and theoretical value of this study.