Reach On Development Strategy Of FY Press

As a crucial part of cultural industry, publishing industry plays an indispensable role in many dimension such as civilization spreading, social progress and so on. It takes on features of extreme geographic monopoly market and high degree of product homogeneity in a long time for the sake of government's intensive control over book industry. The lack of market awareness and sense of competition is very common in publishing enterprises.With China's accession to the World Trade Organization, taking the road of industrial development has become China book industry's inevitable choice. The government stepped up the reform of culture industries, including book industry. In the global financial crisis, the government launched the《Cultural Industry Promotion Plan》. Small and medium size publishers that account for more than 70% of the total number of China publishing house, were pushed to the competitive market environment in a short time. On this background, how to formulate their own development strategies has become an important issue of these publishers.Through this research, we reap fruits as follows:1:Expansion Strategy is the optimal choice of the FY press.2:Put forward the basic path to achieve the strategic objectives.3:Put forward three enlightenments on the implementation of the strategy.4:Pointed out the importance of enterprise culture to the implementation of the strategy.In this paper, FY press serves as a case study research. With the use of strategic management theory, methods and ideas, this paper worked out a development strategy of FY Press, also, according to the development strategy, developed the corresponding implementation. Published in the current stage of China's small and medium enterprises in strategic decision-making is of great significance. It is of great significance that China's small and medium enterprises execute their strategic decision-making in current stage.The logical framework of this paper is composed by internal and external environment analysis, Strategic analysis and strategy development, strategy implementation and control. First, in the light of PEST Analysis, Five Forces Model, Radar Analysis, CPM Analysis, EFE Matrix Analysis and IFE Matrix Analysis, the paper took an analysis of internal and external environment, established the strategic goal; second, with the use of SOWT Analysis and IE Matrix Analysis, the paper developed two alternative strategies; third, according to the QSPM Analysis, the paper identified the Expansion Development Strategy; finally, the paper described the implementation and control of this strategy.