Our Country Publication Medium Group Competition Strategy Research

With the deepening of the reform of the cultural management system, thepublishing industry in China is in60years since the biggest reform period. Publishingenterprises to establish a modernized enterprise transfers through the enterprisesystem, to create the market main body, through investment, merger, cooperation,expand the scale of capital, a series of modern capital operation listed means, improvebig industry scale, strengthen the competitive power of enterprises, through thepublishing industry of big development, great prosperity to promote national cultureof the soft power of the ascension, has become China’s publishing enterprise reformimportant task, in the face of the fierce capital market, should build and introducewhat kind of competition strategy, to promote the enterprise competitiveness, becomethe publishing industry in China facing a major issue.Based on the theory of competition strategy and publishing and media group, ourstudy of competition strategy of publishing and media public group, discusses theinternal and exterior factors affecting the competitive strength of publishing andmedia public group with application of strategic management. It launches elaborationfrom a serious of macroscopic and microscopic factors including politics, law,economics, human resource and industrial structure, and evaluates their influence onpublishing groups working out competition strategy. After that, it analyses thenecessity and feasibility of publishing groups working out competition strategy, theopportunities and challenges that publishing groups face with, the focus and difficultyproblems that exists in the capital market. Finally, from the view of strategic thinkingof the three competition strategy, cost-leading strategy, difference strategy andconcentrating strategy, the basic competition strategies,"brand establishing business"strategy,"value chain extension" strategy," Digitization" strategy, which should bewell grasped by publishing groups is worked out accordingly.Through in case analysis, our mainly take the competition for the strategicthinking, the enterprise in the competition of integrity, long-term and fundamentalproblems thought and planning focusing on on zhongnan publication medium groupfor empirical research.Based on the optimized of competition strategy,our putforward competitive strategy for zhongnan publication medium group, namely"recount the media","Set up brand","seeks the expansion" discusses in the traditionalformat of the competition aging, content resource depletion, creative abilitycompetition in the key problems,which should be a new publishing enterprises.