The Analysis Of Cases In Bertelsmann China Book Club And Its Significance

The failure of Bertelsmann China Book Club has its great enlightenment significance for Chinese retail business. As one of the international Media giants which has more than 170 years' glorious history, however, Bertelsmann was defeated by Chinese Book sales enterprises which have far less power. While shocked, we should carefully analyze the reasons why Bertelsmann failed, reflect on our own problems, and think about how we could scientifically learn from its experiences and lessons of failure. Thus Chinese Book sales enterprises will go better and go further.This paper has mainly analyzed the failure of Bertelsmann China Book Club. It has also compared Bertelsmann with Chinese Book sales enterprises to get their advantages and disadvantages. The aim of this paper is to get great enlightenment significance for Chinese Book sales enterprises, and furthermore, to provide some suggestions and countermeasures for the development of our Chinese Book sales enterprises.The body of the paper has four chapters.At first, the paper has given an overview of Bertelsmann's development process and the basic situation. It has presented a thorough and detailed introduction of Bertelsmann from the angles such as its history, current situation, primary services, and Business strategies.After the detailed introduction, the paper has given an analysis of the reasons for Bertelsmann's failure in China Book External Market, which includes the international market and China market. By using Analysis Methods such as PEST and SWOT, the paper has also analyzed macro factors such as the Political, economic, technical and socio-cultural factors which Bertelsmann was facing. What's more, it has analyzed the differences in different forms of book sales models in China and its influences on BertelsmannThen, the paper has focused on the analysis of Bertelsmann's self-reasons for its failure in China Book Market. It has presented the analysis from the aspects such as decision strategies of the leadership, their inner management, product marketing and book sales models. The followings are some of the weak links of Bertelsmann which have been found in this analysis: dim of native consciousness, deterioration of financial situation, lack of product innovation and Neglect of Integrated Marketing.At last, the paper has elaborated on Bertelsmann's enlightenment significance for Chinese Book sales enterprises. It has presented the significance from the angels such as the internal management of the enterprise, its profit model, market positioning, localization of innovative product and marketing strategy. And some specific cases have also been presented.