A Case Study On Strategy Of University Press In China

In the context of increasingly fierce competition in book market and the publishing system reform of our country is launching in an all-round way, the external environment of University Press in China has also changed deeply. So how to change the old internal operation mechanism to adapt to new situations when it is transforming into enterprises is a problem that many University Press need to resolve in the current development process. However, the studies of above-mentioned fields are relatively scarce in China; case studies are not much either. The paper is a case study on which has absorbed and drawn upon fruits of existing research about strategic management, aims to explore the strategic analysis and strategic choice of University Press in China, which has transforming from a public institution into an enterprises. Take University Press of H for example, with small see greatly; to analysis the strategy of University Press in current stage of development, the results are useful to the most medium and small-scale University Press in China for their strategy selection in the period of reform.This paper applies the framework of strategic management. First of all, beginning with analyzing the external environment of University Press of H, with the method of PEST and Michael Porter's five forces model, analyzes the influencing external factors to its development, revealing the living state of University Press of H, the opportunities and threats. Secondly, analyzes the internal environment of University Press of H in detail, finds out the advantages and disadvantages; and then on this basis, By matching each factor with the method of SWOT Analysis, reveals that University Press of H has a better opportunity now, because of the weakness of comprehensive strength, choosing connotation development rather than denotation development is the requirements of reality. Pooling of the limited resources to focus on the key field makes University Press of H distinctive. Again, In view of its own condition and the experience of other University Press in process of reform and strategic development, two alternative strategies which meet the requirements of current development are ascertained as follows: centralized and professional publishing strategy, decentralized and professional publishing strategy. Finally, gives some suggestions on adjusting the product structure and the market layout and the brand management and the marketing system, according to the requirements of alternative development strategies.In order to speed up the pace of reform and promote the strategic development, University Press of H should take effective measures including the following aspects: understand major policy fully and update the conception actively; set up the corporate governance structure and improve the management system and organizational structure; deal with the relationship between employees and the press correctly; Establish a scientific incentive mechanism; Promote the informationization construction of publishing; enhance constructing enterprise culture.