The Research On Developing Strategy Of Hunan Science & Technology Press

The need for more cultural products is increasingly growing as the society moves forward. As a result, the publishing market has also been growing.Currently, there are more then 560 publishing houses in China, all of which are stated-owner and operating under government rules. With no sufficient fund and poor management experience, they are not mentally ready for future competitions.The publishing industry will be opening to the world gradually as China joins WTO. Foreign investment will pour into the industry which will result in more competition within the industry. In addition, the government will push for organizational reforms to separate the government administration from the enterprise management. The separation will clarify the ownership within any given company. As a result, the publishing industry will be able to operate under the market rule.The development in Networking technology, especially the popularity of Internet has revolutionized the traditional consuming trends. Internet publishing technologies, as part of the Internet, will deconstruct the whole publishing industrial chain.The small to medium-sized Chinese publishing houses will face serious challenges as the competition intensifies, and the market rules, consuming trends, and technology all change rapidly in the mean time.This thesis aims to analyze and provide a forecast for the developing trend of the Chinese publishing industry, and discuss the potential reforming/developing strategies of the small to medium-sized publishing houses, based on the research of the developing strategy of a reprehensive publishing house - Hunan Technology Publishing House. This thesis will base its analysis on modern management theory and strategic thinking, and also take into considerations of the operations of mature publishing industries. Furthermore, this thesis will compare the differences in Chinese and western publishing industries in the process.Using the SWOT analytical method and its matching strategies, this thesis proposes a development strategy for the Chinese publishing industry. It starts with the characteristics of the book publishing, followed by a thorough analysis of the social, economical, and politically environment, then focuses on three aspects of the Chinese publishing industry - current status, organizational structure, and competitions, followed by a detailed case-study of the Hunan Technology Publishing House.Based on the real-life data from the Hunan Technology Publishing House, and the state industrial policies, developing strategy of the publish industry should contain the following: first downsizing and then growing, and increase the ability to compete in the market. As the company grows, it will be better able to adapt and diversify, thus grow more healthily.In order to realize the strategy above, this thesis proposes reforms in all perspectives of the publishing industry which include human resources, management system, maketing strategies, brand building, company culture, investment sources, and IT development.