The Reasons And Implication For Bertelsmann's Retreat From China

Bertelsmann AG is the world's fourth largest media group and its strength is very strong. It has more than 300 branch offices, including 100,000 employees. Its business covering the book publishing business, music production, music and book clubs, newspapers and magazines, television, radio, print and media business as well as major multi-media and information services.There are 170 years of history since the establishment of Bertelsmann in 1835, in the process of fighting with market economy, it has formed a lot of sophisticated experience, methods and model of management. In July 2008, Bertelsmann withdrew from China, which negatively reflected the shortcoming and culture industry, Bertelsmann is a mirror.This paper briefly introduces Bertelsmann Group and its development process at first, through analyzing the process and features of Bertelsmann in China and its operating characteristics, the author focus on the reasons for Bertelsmann's retreat from China and reach the conclusion that Bertelsmann has an important significance for the development of culture industry, the cultural adaptability of the foreign culture industry is the same important as the development of culture industry.This article is divided into five parts:The preface part, firstly introduces the dissertation causes and meaning of the topic, followed by an overview of current research of Bertelsmann as well as the article's innovation and short shortcomings.Chapter 1 separately introduces the Bertelsmann's companies and business scope, Bertelsmann's basic industrial structure and development process.Chapter 2 describes the process and features of Bertelsmann in China, through the analysis of Bertelsmann's development as well as its expansion in the world, including China, the author finally reach a conclusion of Bertelsmann's operating characteristics. Chapter 3 discusses the reasons for Bertelsmann's retreat from China, for example, restrictions on the policy level, the failure of book club, copy the Germany business model, the impact of network bookstore, too high of its operating costs and small survival environment and mismanagement, the author tries to say that Bertelsmann's retreat is inevitable.Chapter 4 analyzes the enlightenment of Bertelsmann on Chinese publishing industry from the angles of both successful experience and failure lessons of Bertelsmann at first. Then through an overview of operating gains and losses of American On Line-Time Warner, Disney, News Corporation in China, the author come to the necessity and importance of taking localization strategy and strengthening the cultural adaptability of culture industry group. Once again, with some echoing the aforementioned thesis, combine the two main topics of contents, the author discusses the cultural adaptability of the foreign culture industry and inspiration.This thesis aims to analyze a representative publishing group of Bertelsmann in China and its operation failure reasons. The author draws the universal enlightenment of Bertelsmann on Chinese publishing industry as well as its culture industry, meanwhile, the author also discusses the universal significance for the development of culture industry of the culture industry's adaptability.