Zd Xinhua Bookstore College Textbook Distribution Strategy Study

ZD Xinhua Bookstore was established in 1937,is the important state-owned issue enterprises with long-history and widespread channel.With the development of market economy,ZD Xinhua Bookstore faces problems of poor innovation,rigid management system,insufficient information,weak marketing and shortage of qualified personal in market competition.As a result,it has suffered losses from 2002.Faced with the problems,it must adopt a market-oriented approach,so as to achieve the transition from quantitative change to qualitative change.The paper used Michael Porter′s Five Forces Model,analysised the competion conditions,and used SWOT Analysis,analysised its strength,weskness,opportunity and threats, proposed recommendations to solve those problems based on the above analysis.ZD Xinhua Bookstore must improve their comprehensive competitiveness and find its own way out.The paper will contribute to the solution of problems faced by ZD Xinhua Bookstore,and help other practitioners.