Management Strategies Of Xinhua Bookstore Under The Circumstances Of Multivariate Competition

Generally speaking, it is not optimistic for Chinese books distribution facing external environment. As the necessary provision for entering WTO, foreign investments will enter into books retailing market in China on May 1st, 2001. Chinese government also promises that books wholesaling market will also be opened for foreign investments before Dec.1st, 2004. As the new revised"Market regulation of publishing products"will carry out on Sep.1st in the same year, it is the milestone of the Private-owned Publishing industry, which will obtain the right of the whole books distribution. The series policies coming out will break the monopoly of the books distribution, multivariate competition has been shaped. Inevitably, time of meager profits of Chinese books distribution is coming. There will be a great challenge for Xinhua Bookstore.With the changing of macro policies and micro market environment, Xinhua Bookstore faces fierce competition. To survive competitions, Xinhua Bookstore needs to steer toward more market-oriented marketing approaches as soon as possible.This paper spreads out exposition for existing and developing dilemma for Xinhua Bookstore, basing on industry and social circumstance. Considering of the self-problems of Xinhua Bookstore, several management strategies will be given.