Development Of Small And Medium-sized Professional Publishing Strategy

The publishing industry in China is now regarded as "industry of the rising sun". But with the development of high technology and the globalization trend of world economy, with China's entry into WTO and the reform of China's education system, now the small and medium scale publishing houses in China specializing in certain subjects and facing specific readers are facing opportunities as well as challenges. So research on their development strategies is of great importance.The development of a company is based on the research of its strategies. To choose the right strategies, the company should analyze the current situation and the development trend of domestic and international publishing industry. Only after analyzing the strength, weakness, opportunity and threat in the future can we make decision on the right strategy to choose---the strategy of SO (to brandish the strengths and to get the opportunity), the strategy of ST (to brandish the strengths and avoid the threat), the strategy of WO (to get over the weaknesses and to get the opportunity), or the strategy of WT(to get over the weaknesses and avoid the threat). The effective implementation of strategies is the guarantee for the development of a company. Considering the characteristics of small and medium scale publishing houses in China, the author thinks that it is a key to seek a cut-in point to start the realization of the strategies. To set up a human resource management model oriented by the human character and clients should be most important for the development of small and medium scale publishing houses in China. Under current circumstances, this is the most effective way to improve their core competitive competence and also a must for their sustainable development.