The Research On The University Teaching Material Market Competition Strategy Of Hunan Education Publishing House

The university teaching material belongs to the education class books product, this kind of product characteristic is both has the general commodity economical attribute, and has the public product nature, has the social attribute. Joins WTO along with our country, established the socialism gradually the market economy system, the country requests national after 2000 the publication profession basically to have to complete the commercialization to transfer the system gradually. Our country's university teaching material market, because the enrolled students scale is big, the development relative lag, should be a potential big market. How does the publishing house hold the good opportunity which the enterprise remanufacture, the market open gradually, obtains the development through the innovation the opportunity, is topic which is worth studying.The Hunan education publishing house is in national 573 publishing house's provincial level publishing houses, in its developing process, has the present multitudinous small publishing house's common characteristic, simultaneously, also has the relative market consciousness in advance. How changes when the situation can obtain the competitive advantage through the innovation, the rapid development, expands oneself, strengthens the anti-risk ability, all has the very strong practical significance to the Hunan education publishing house and our country multitudinous small publishing houses.This article take studies the Hunan education publishing house university teaching material market the competition strategy as a breakthrough point, through to the Hunan education publishing house's background, the university teaching material development present situation, the management environment, the Hunan education publishing house interior resources and ability analysis and the research, the basis enterprise competition strategy and the correlation business management theory is the instruction, proposed the Hunan education publishing house must through the innovation, the decisive implementation"walks"the cost leading strategy, through expands the market share to realize enterprise's sustainable development mentality.This research elaborated enterprise's industrial characteristic to formulates the enterprise developmental strategy foundational function: Emphasized innovation importance which develops to the Hunan education publishing house, had pointed out publishing house's development must pay great attention to its economic efficiency and the social efficiency unification. This research endeavourer develops for our country multitudinous small publishing house provides some models and the reference.