The Business Strategy Researches Of The Anhui Publishing Group Under The Background Of Turning Enterprises Restructuring

From the day of founding of the People's Republic of China to the beginning of the 21st century, with the unceasing development of the economy, society, technology and culture, multi-level changes of the operating system and market environment have taken place in the Chinese publishing industry. The business model of the publishing industry has gone through three-stage transformation from the institution model to the enterprise/institution model and then to the cultural industry model. Under the enterprise/institution model and cultural industry model, the economic function of the publishing industry has been highlighted. The transformation into enterprises has begun in the industry and the pace of marketlization and industrialization has gradually accelerated. A group of publishing enterprises has started the development toward collectivization and show a favorable progress trend. Development of collectivization could be conducive to the rapid powerful publishing industry with the concentration of resources. In the progress of transformation into enterprises and the reform of the organization, it is not only the requirement of the market development, but also the internal need of the publishing companies' own development. Meanwhile, in the environment of market economy, any rapid improvement of industry or enterprise should pay attention to the power of capital. Therefore, the publishing industry after transformation into enterprises must follow the course of capital operation with the power of capital and listing financing. Thus the publishing company could become the real market subject and remain invincible in the market competition. Hence, the development of collectivization and capitalization could be the publishing industry's inevitable choice under the background of transformation into enterprises.In the constant deepening and developing process of the country's cultural industry reformation, Anhui Publishing Group, which is in the central province of China, must liberate the creativity according to the policies of the overall layout of national industrial reform and the actual situation of the publishing industry of Anhui Province. So that the goal of further development might be achieved. In other words, under the background of government promoting the reform of publishing industry, Anhui Publishing Group should follow the country's laws and regulations, give full play to its creativity and actively approach challenges, through building new operation system and business pattern which could be suitable to the local publishing industry and the actual development of cultural industry. Only in this way, Anhui Publishing Group could actually grasp the contemporary trends of the publishing industry and develop steadily. Since its establishment in 2005, the group's industrial scale, social influence and the lever of overall development has been significantly improved, and it has come to a well-known cultural enterprise in the country.This paper will make the management strategy means of Anhui Publishing Group under the background of transformation into enterprises as the research subject. It will base on the domestic and provincial policies and actual situation, then hold three aspects of the Group's collectivization, which include strengthening the main publishing industry, expanding the industrial scale and improving the international competitiveness. It will attempt to research the times and industry environments of the strategies, with the relative knowledge of industrial economics and management and the specific examples in the Group's industrialization process. This paper will also investigate deeply the basic operation strategies of Anhui Publishing Group, and explore the choices of the Group's collectivization. In the assignment, firstly, from a macro-angle of view, it will sum up the development process of the Chinese publishing industry's operation models. From the utilities-style model to the institution/enterprise model, then to the cultural industry model, it is an irresistible trend for the publishing industry transforming into enterprises. Secondly, it will analyze that the collectivization is the Group's logical choice for dealing with the reform of publishing industry under the background of transformation into enterprises. It will focus on the Group's basic strategies which is basis on the "Group Companies +listed companies" model and conduct the analysis from three aspects, which contain strengthening the main industry, enlarging the industry and adhering to the "going out" strategy. The Group would accelerate the establishment of modern enterprise system and corporate governance structure by establishing the group company, and accelerate the pace of the share reform and listing of the Times Publishing Media Ltd. Then through the share reform and listing, it carries out some capital operation means such as investing and financing, and enhances competitiveness with capital market power. As a result, it could enlarge and strengthen the main industry and diversify the development, and then become a competitive modern enterprise. On the basis, it should make use of advantages of capital, resources, market, and brand, and then march toward the objective of large multinational media group with the policies of the copyright "going out", the product "going out", technology "going out", and capital "going out". Thirdly, according to the above investigation, it will deeply discuss the Anhui Publishing Group's business strategy, and attempt to interpret the probable risk that Anhui Publishing Group's business development strategies may face in the future, for instance, the profit-driven diversification or weakening the nature of the publishing industry, the contradiction between the policy guidance of "going out" and the profit-driven nature of enterprises, and the diversification trap which is faced by the merging and reorganization of the groups. These investigations will depend on the financial reports of the Times Publishing media Ltd., which is the subsidiary of Anhui Publishing Group.The "Press and publication industry' second Five-Year period' of development planning", which was issued by the Press and Publication Administration, provided that the changes of the mode of the news publishing industry's development should be basically in place during the "second Five-Year" period. It shows that in the following five years, the reform of the publishing industry will still be considered as the focus during the process of the cultural industry's transformation. Although this assignment mainly based on the analysis of the individual case of Anhui Publishing Group, the state-led development model of cultural industry and the special dual nature of the publishing industry determined that there are harmonious but different choices of business strategies for each publishing group in the country in the process of reform. The analysis in this paper for the operation mode of Anhui Publishing Group during the transition period not only play a guidance role in the reform of Anhui's local cultural industries, but also has certain reference meanings for the reform of the other provinces' publishing industries, and the transformation of the overall Chinese publishing industry.