The Dz Press Development Strategy

DZ Publishing House is one small size, a university subsidiary based, publishing company. Surfed successfully on the economic tides, it has to adopt the current dynamic changes to be better fit in its external market atmosphere and fit in its internal system re-shape. To guarantee a long term development roadmap, searching and forming a strategy becomes one of the important objectives that DZ Publishing House wants to be outstanding from the severe competition in the coming years.Using DZ Publishing House as an example, this thesis tries to layout a diagnosis of the China publishing industry structure, then the development strategies of a publishing company by referring to the Strategy Management concepts and referring to the experience of marketing successful enterprise. The research results are useful to the most small or mid size publishing houses for their strategy selection at this dynamic time.Starting from the characteristics of the traditional paper book publishing, this article analyses the development status, industry structure, and the competition environment of China publishing industry. In the end, this article proposes a development strategy for DZ Publishing House, derived from a strategy model developed based upon the DZ Publishing House analysis results, after thoroughly diagnosed the available resources and capabilities of the DZ Publishing House with the SWOT methods.The proposed strategies to DZ Publishing House are: standing on its foot, pushing for the industrialization publishing and digital publishing strategies first; enhancing the company core competitive capability, taking the union and "global" strategies at the right times, then to realize the frog leap development.