The Strategy Choice Of Chang Ying Printing Corporation

Shanghai Chang Ying printing house was founded in 1988 which was originally invested by air force with 80000 RMB, with more 10years development experience, their main business are focus on books, newspaper, and magazine printing with total solution service. They have successful transferred to joint-stock company and their capacity and profile has double increased with total capital 20 minion in 2002.The thesis includes formulating development strategy, studying its feasibility, and planning its progress. It mainly states the problems that whether "ChangYing can take root in publish industry , can become stronger in newspaper publish, and can improve the quality of book and magazine publish.Strategy and feasibility research include the analysis evaluation of the market environment both inside and outside, also has provide the strategy of how to face the market. In-site are include two different analyses level and the out-site are include the resource and qualification we have at present.The out-site environment make the description of a outline about the current status and development trend in printing trade, also have a introduction the relationship about the environment of government, economic, society, technology and education.The trade environment analyses make a detailed research about the competition between supplier, buyer, potential competitor, substitute, and the current competitor.In-site environment's research includes the analyses of the SWOT about the situation Chang Yin face now.It puts forward Chang Ying's strategy goal and four main development strategies — adjusting products structure, brand service marketing, science and technology, and human resource control, through the analysis of company's macroscopical environment, inside and outside environment.