| Can publishing industry really become the new pillar industry of the 21st century? After China's entry into WTO, with the present policies of the administration departments, it becomes a key how the publishing houses should actively improve their competitive competence so as to find the space for their development. For the Chinese small and medium scale publishing houses, especially those specialized in certain subjects and facing specific readers, it is a vital issue to how they should deal with the current situation.This thesis tries to analyze the current situation and the development trend of domestic and international publishing industry, then discusses the future development model of the small and medium scale publishing houses on the basis of China's political, economical and cultural environment, which is of practical importance for not only the Chinese small and medium scale publishing houses but also the whole publishing industry in China.This thesis mainly analyzes the current situation of the world publishing industry and its development trend, focusing on the current situation of the publishing industry in China. On the basis of the statistical data of the industry, the author tries to disclose the competitive environment of the small and medium scale publishing houses from the following aspects: the driving forces for the reform of publishing houses in China, the structural factors for the publishing houses and the competitive status of the small and medium scale publishing houses. Upon the above analysis, the competitive strategies for the Chinese small and medium scale publishing houses were put forward, that is, focusing strategy, cooperative strategy and internationalization strategy (the export of books). Furthermore, the author explains the detailed measures that should be taken, i.e. organizational transformation, innovation on motivation system, application of hi-tech, the reengineering of publishing processes, and the building of corporate culture. |
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