Chinese Publishing Groups' Ideas And Approaches Of Running Diversified Business

As an important part of publishing system reform, publishing groups occupy animportant position from a purely ideological perspective or sheer management view.There were twenty-eight publishing groups in China from February 1999 whenShanghai Century Publishing Group was established to the end of 2004, the quantityof publishing house joining the publishing group surpassed 100 and was extremelyconsiderable. Along with the upsurge of setting up the group passing gradually, thenext question is how to run the publishing group.Facing the dual pressure of Chinese publishing industry's reform and the entry ofWTO, the competition of publication market will be more intense, publishing groupsmust adjust the publishing industrial structure, enhance the comprehensivemanagement ability of multimedia and achieve the effective development ofpublishing resources if they want to reside in the leadership status in the marketcompetition. The sole publishing groups are unable to resist the overseas synthesismedia groups' competition effectively. After the serial and the integrated development,the Chinese publishing industry must make great strides forward to the diversification.Casting famous brands in familiar domain and forming the close industrial chain, thepublishing groups must optimize the resources disposition in the entire society andenhance the ability of market competition. What's more, the enterprises' scale andfund also enable the publishing groups to adapt the diversified business strategy. Theinternational and domestic economical enterprises' developments prove that thediversification strategy can rapidly expand the strength of the group, and receive thetangible effect in a certain time. Large publishing enterprises in the world almost livein publishing primarily and do the diversified business.From Chinese publishing groups' tenable background, survival environment anddomestic and foreign enterprises' development experience, and with many aspects'comparison between Chinese and foreign publishing groups, this article believes thatdisadvantages of the uncorrelated diversification overweight advantages to theChinese publishing group's development, but correlated diversification is suitable toour country's publishing groups, cross-media management in particular is a goodmedicine, for it can make use of the existing skill or resources and achieve thecooperative effect. At the same time, it also can display diversified business'ssuperiority in the maximum scale and dodge the risk of diversification. However, thecross-media must be organic synthesis of the connected industrial chain. Moreover,this article also gives some proposals on how Chinese publishing groups implementthe cross-media management.