Studies On The Competitive Strategy Of Publishing Groups Of China

In April of 2004, China Publishing Group Company became the first publishing group marching toward enterprise's developing road sanctioned by the State Council. This indicates publishing group in China begins to run a commercialized developing road actively and reliably. Though having been merged more than 6 years and developing the " shape " of the publishing group tentatively, those publishers and groups which were used to the management of public institution and protected by preferential trade policy and culture for many years, haven't set up the real modern enterprise system and haven't formed yet the strong competition " force " that have been equal to enterprises in foreign countries. In face of the publish market of China that is opened day by day, it is undoubtedly one of the important question cared by the people from all walks of life that the survival and development of Chinese publishing groups. The rule of competition is a basic law of the market economy, the competitive ability is a primary factor of survival and development under the market economy condition, so, building competitive ability and paying attention to the future are becoming the strategic issue on develop of publishing groups in China. And the issue on improving competitive ability of publishing groups should be placed on the height of strategy , as well as those publishing groups could be the superiors in the market competition through reform .This dissertation includes five parts on the whole. First part, after summing up theory mode of the general enterprise's competitive strategy , the development course of the groups, to put forward the necessity of launching the competition strategic research and main research frame . Second part, to analysis publishing groups' external competition environmental, mainly launched describing by the macroscopical environment and publishing industry's environment to the publishing business. Third part, to analyse the inside abilities owned by the groups, such as resource ability, organize ability ,etc. And the fourth part , to confirm the competitive strategy scheme and the guarantee measures by the government on the basis of the external environment condition and inside ability of publishing groups', combing the developing reality , hot questions and difficult points in our country at present.The purpose of the paper , from two respects of theory and practice , is to introduce the important meaning of competition strategic research to publishing groups and administrative department , the path of making competition strategy for groups , the way of promoting and guiding groups to make and implement competition strategy for the government . And hope to offer some valuable research materials and plain countermeasures to the reform , development and strong of the groups.