The Childlike Publishing Limited Development Strategy

In recent years, with the development and improvement of socialist market economy in China and with a series of reforms such as division of enterprise and government, simplification of structure etc, many publishing companies have been increasingly forced into market, which requires publishing companies to adapt to laws of market, establish modern corporation mechanism, launch and implement up-to-date strategy, and establish core competencies so as to make publishing companies profitable.Children's Fun Publishing Co. Ltd. is one of few publishing joint ventures in China and makes itself unique in ownership, operation, corporate strategy and management measures. Therefore, the author hopes that the research of strategy for Children's Fun Publishing Co. Ltd. will provide other publishing companies with some insight.The paper consists of 4 sections. First, it mainly introduces basic conditions of publishing companies in China and background of Children's Fun Publishing Co. Ltd., including status-quo and two characteristics of Chinese publishing companies as well as the factors which should be considered in the study of the impact of WTO on publishing companies in China. In addition, the paper introduces basic conditions about Children's Fun Publishing Co. Ltd., its vision, strategic position, goals, corporate culture as well as the effect of its strategy implementation.Secondly, the paper clarifies market position and value of Children's Fun Publishing Co. Ltd.. It shows competitive position of Children's Fun Publishing Co. Ltd. from three aspects, and analyses in detail the firm's value chain as well as representative sources of value chain in Children's Fun Publishing Co. Ltd..Based on the above analysis, growth strategies are put forward. That is, Children's Fun Publishing Co. Ltd. should improve its strategic position, adjust strategy from scale-orientation to the benefit of scale orientation, adopt capital operation, and establish strategy of diversification and specialization. Whereby Children's Fun Publishing Co. Ltd. develops and reinforces its core competencies so as to achieve sustained growth.The fourth section focuses on the programs and paths for Children's Fun Publishing Co. Ltd. to develop itself. With implementation of such special paths, Children's Fun Publishing Co. Ltd. might establish its core competencies and sustained competitive advantages.