Research On Bertelsmann's Exit From China

In 1995, Bertelsmann Group of Germany entered China, Bertelsmann expanding Chinese market through a series of strategic measures such as: establishing the book club, developing the online book market, co-publishing books, setting up a chain of book companies and book publishing company. But finally, Bertelsmann quitted the Chinese market. However, due to its unique developmental model and its developmental pattern in China, it witnessed and promoted Chinese publishing industry policy since the mid-90s. So it's necessary to pay attention to it. It's worth to learn from Bertelsmann's successful experiences and its lessons for Chinese publishing industry.In this paper, we selected the development of Bertelsmann in China as the object. First of all, to summarize the process of Bertelsmann as well as its business expansion in China; then to analyze the most characteristic system—Bertelsmann Lesering(A club for the readers). And then to analysis the reasons for the Bertelsmann's exit. We believe that the exit of Bertelsmann are caused by its own poor management and intense competition from Chinese publishing industry; Finally, we summarized the enlightenment for Chinese publishing industry from the Bertelsman's exit under the status quo and problems of Chinese publishing industry faced.I think the enlightenment for Chinese publishing enterprises are: the operation philosophy should advance with the times, the enterprise ought to stress the development of network marketing , the enterprise ought to concentrating on specialities and give full scope to their advantages, the enterprise should strengthen capital operation, the enterprise should multipurpose use integrated marketing strategy. There are also a lot of enlightenment for the reform of Chinese publishing industry :to further promote the reform of Chinese publishing enterprises, to redouble efforts to the standardized management of the publishing industry, to build rational market exit mechanism, and to consolidate the foundation of the development of the publishing industry.Although Bertelsmann had quitted the market in China, the Western Publishing Group is still a difficult opponents for China's publishing industry, China's publishing industry should learn form Bertelsmann's successful experiences in China, and learn the lessons of Bertelsmann's failure, through its own untiring efforts, to get constant development.