Study On Competitive Strategy Of Rulin Books Corporation

Rulin Books Corporation is a large private selling company providing books for libraries of domestic universities. Under the tremendous pressure of market competition, how to make a suitable competitive strategy and improve the core competence is the key for Rulin Books Corporation's development relying on its own advantage, seizing opportunities, overcoming their disadvantage and avoiding risks.Based on the theory review, the paper analyzes the external environment of Rulin Books Corporation. It analyzes the macroeconomic environment and industry competition of Rulin Books Corporation using PEST and Porter's five competitive forces model. Along with the loosing policy and legislative environment, the continued development of higher education in domestic Rulin Book Company make the Corporation face enormous development opportunities. In the same time, Rulin Books Corporation faces with increasing competition and the threat of alternative electronic books, for the development of information technology, the change of Consumers' reading habits and the impact of globalization. Then, the paper analyzes the internal resources and core competitiveness by industry value chain analysis model and critical success factors and concludes that the ability of information technology, cost control and selecting suppliers is high and corporation can buy materials quickly and accurately. In the same time, Rulin Books Corporation exist many disadvantages such as the poor after-sales service and the poor organizational changes. On the basis of analysis of the internal and external environment, the paper provides the competitive strategies of Rulin Books Corporation. Then, it selects and evaluates the competitive strategies and ensures the developing strategy of products development, management innovation and improving core competitiveness. In the same time, it provides some suggestions on nurturing and integration of core competitiveness.