Strategy Of Hunan Xinhua Bookstore Chain Operations Group

Hunan Xinhua Bookstore Group, a wholly owned subsidiary of Central South Media Group Stock Company Ltd, engages in wholesale and retail of Chinese and foreign language books, textbooks, electronic publication, audio-video products, stationery commodity and periodicals. It also gets into the third party logistics and capital operation. As a state-owned book distribution enterprise which has more than60years’ history and as one of the earliest founded cultural enterprises in Hunan Province, Hunan Xinhua Bookstore Group has been keeping on developing. At the same time, along with the formation of international unified market, the book publishing industry is unavoidably faced with strong foreign snatch market share, market segmentation and a more competitive market. In2005, Hunan Xinhua Bookstore Group shifted from traditional management into chain-store operation. But the accumulated problems in traditional management become the obstruction of deepening the chain-store operation, which seriously restrict the development of book publishing industry.Based on the above analysis, this thesis starts from analyzing the conception of chain-store operation, motivation theory, technology integration and management control and system. These are the basis of deepening the Hunan Xinhua Bookstore Group’s chain-store operation. The thesis also compares and analyzes the operation of WAL-MART chain enterprises and Amazon Chain enterprises in China. It summarizes their success and points out their disadvantages. Based on this and the practice of chain-store operation, the author thinks more about the deepening of chain-store operation and does some research on the present situation, comparative advantages of Hunan Xinhua Bookstore Group, the strategies and the direction of deepening chain-store. The thesis offers some practical and scientific suggestion on Hunan Xinhua Bookstore Group’s chain-store operation to help the enterprise to find its status in the market and clear the development direction in the future so as to reduce the operation risk and improve operating efficiency. This will make our company always win in the competition.