A Study On The Core Competence Of The Chinese Publishing Industry

The core competence of the publishing industry is not separate pieces of knowledge or skills. Rather, it is a well-knitted collection of the resources, means of doing things, and of its operation mechanisms. It is a stable system of capacities that its competition rivals can not easily imitate or take over, a system that keeps the enterprise in a long-term superiority in competition over its counterparts in the market, which includes the capacity of selecting and planning topics, cultivation of the human resources, building of the culture of the enterprise, the marketing ability, the affecting power of the enterprise's brands, and other advantageous abilities.Ever since the third session of the eleventh Congress of the Communist Party of China, the publishing industry of China has been shifting from the traditional operating mode on a plan basis to one on the basis of the market economy system. Even now, as compared with the past, the competition awareness of the publishing industry in this country is not strong enough, which could be seen by the set habitual thinking mode seeking favorable support from the government's policy instead of making oneself become stronger in the market. After China's entry into the WTO, the Chinese publishing industry is confronted with the powerful competition from the Herculean multinational publishing groups. Therefore the Chinese publishing industry is placed at a new turning point in history. How to behave in this situation? To improve the impotence of our competition in the world comes as the most essential element of all.Focused on the theory of core competence,an analysis frame is built and a careful analysis is given of the status quo of the Chinese publishing industry and of the problems it confronts. The powerless competition continues to be the main barrier to further development of our publishing industry. In light of the analysis frame of the core competence theory, the paper makes a comparative analysis of the status quo between the core competence of the developed countries and that of China.The paper states that the Chinese publishing industry has to find opportunities for its survivaland growth through its own efforts in the market competition. In the long run in the open market economy system, only by raising the core competence can the Chinese publishing industry obtain and hence sustain a certain extent of superiority so that it can take the advantage of the opportunities and meet the challenges that its entry into the WTO has brought, and get strong enough to participate not only in the keen domestic but worldwide competition. Therefore our strong competition capacity is crucial to the growth of the Chinese publishing industry.Introduction—the first chapter of the paper brings forth the research background of the core competence and the importance of its research for the development of the publishing industry in China. An introduction in brief is given to the accomplishments of the research in both the domestic and worldwide literature. The research scope and organization of the paper is also presented.Part Two introduces the origin of the core competence theory with its definition and a full display of its particulars, on which the analysis frame of the core competence theory is built as follows.Firstly, basic methods should be defined of the core competence analysis before people can recognize core competence, on the basis of which a series of strategic measures can be taken for its nourishment. Therefore a clear knowledge of the basic analysis methods, as a first step, is very important.Secondly,the composing elements of core competence should be recognized before problems can be found in core competence of the enterprise through making a comparison between them with actual state of the enterprise. Detailed analysis of the composing elements of the core competence in Chinese publishing is found in Chapter Three of the paper.Thirdly, the paper considers what can be the restrictions on the development of the enterprise as core competence is concerned, which is done on the basis of the recognition and analysis of the core competence of the enterprise. Only by exposing the problems can people find the corresponding measures or ways for their solution. Detailed exploration of the composing elements is presented in Chapter Three.Finally, basic ways and specific measures that can cultivate the corecompetence should be found. In Chapter Four the basic ways for the nourishment and promotion of the core competence in the publication industry are addressed.The parts thereafter make a detailed research of the core competence in the publishing industry of China in compliance with the analysis frame.The third chapter of the paper looks at the following points:1. The current situation of the publishing industry in China is analyzed .2. A clear definition is given of the core competence of the publishing industry by using the core competence throry. The composing elements and the characteristics of core competence are summarized.3. The actual states of the core competence in western publishing industry are exposed to illustrate the advanced experience in western publishing industry.4. Issues concerning the current core competence in the Chinese publishing sector are discussed with a conclusion that the core competence of the Chinese publishing industry is low.Chapter four of the paper analyses the initial measures we can take to improve the core competence of the publishing industry in China . The improvement of the capacity should be made in the following two aspects: To begin with, China should make a macro policy that will give lead to a favorable economic and market environment for publishing, which will include appropriate policies in finance, taxation, and financing, and a sound market order and series of regulations.On the other hand, the publishing houses should also improve themselves, which may fall into five aspects:1. to work out a system of creative mechanisms in favor of publishing;2. to build up a competitive staff;3. to develop an enterprise culture in favor of further learning;4. to exercise a trade mark strategy by cultivating and turning out excellent brands;5. to find new economic growth points by integrating the marketing resources.Chapter five of the paper takes the developments of the Morning Glory...