Competitiveness Of Small And Medium Science And Technology Press

China's publishing, the last virgin industry in China, is to be made open to foreign, private and state capitals. In response to this development, the detailed policy that has been long prepared by the Chinese government governing the publishing reform is to be issued this year. Obviously, the rationale and environment that justify'the existence of science and technology publishing houses are changing. These publishing houses or publishers, especially small and medium ones, have to respond to this change seriously by having a clear understanding of their own competitive status and situation, choosing the right strategic position, taking resolute and prompt measures so as to enhance the market competitiveness. These are the main topic to be discussed in this article.The first question the author wants to answer is whether a SMSTP(Small and Medium Science and Technology Press) can get the viability and growth in a fully competitive and. market-based environment. Chapter One gives a definite answer to it. Since the fact that small and medium publishers exist and grow up in a full-fledged market economy environment , then, what can SMSTPs in China depend on to obtain their competitiveness? In order to answer this question, we should make a view of the current situation of China's publishing. Chapter two tells us there is a big enough market space for SMSTPs to grow up themselves. Using the Potter Competitiveness Model, Chapter Three analyzes the six competitive forces affecting China's book publishing. Since the book publishing is attractive in terms of its unique structure, the SMSTPs have to live in a violent competitive environment. Chapter four makes an objective analysis about SMSTP's strength, weakness, opportunity and threaten. Based on the previous chapters, Chapter Five proposes the best development model for SMSTP to choose according to the successful experience attracted from domestic and foreign small and medium publishing house. In response to the reality facing SMSTPs, Chapter Six proposes countermeasures and proposals relating to upgrading SMSTP's competitiveness. It may provide a useful reference for SMSTP to join the new competition and grow up strongly and largely.