Status And Strategic Choice Of China's Publishing Industry

As the gradual establishment and improvement of Chinese socialismmarket economy system, the development of the publishing industry is fullof great opportunities and threats, which were brought into China sinceChina entry into the WTO. The main issue of this thesis is how to cope withthe challenges of the western powerful publishing companies. It's a turningpoint for the Chinese publishing industry to establish proper strategies so asto survive and make progress in a radical changing environment.The main aim of this paper is to analyze the publishing industry byemploying the relevant theory in management and strategic management,especially the framework developed by Michael Porter (1980, 1985), and toprovide some suggestions for the decision-makers.The paper is organized as follows:Chapter 1 aims to provide reasons for undertaking the current studyand introduce the main contents of the paper. Chapter 2 begins with thedescription of the publishing industry and proceeds with the analysis of thetrend and characteristics of western publishing industry. Chapter 2 alsosummarizes the historic development and the existing circumstances of theleading western publishing industry. The existing circumstances of chinesepublishing industry is described and analogized with the western publishingindustry in Chapter 3. At the meantime, opportunities and threats, whichChinese publishing industry faces, are analyzed in Chapter 4 in theeconomic globalization background. The paper is concluded with severalstrategic advices regarding the development of Chinese publishing industry,which is the main point made in Chapter 5.