Strategy Of Inner Mongolia, Xinhua Publishing Group Development

Xinhua bookstore had been on a mission of spreading public opinion since it set up in1937. In the planned economy period, Xinhua Bookstore had always been centralized the publishing issure in China. Since the implementation of reform and opening up policy, especially after China enter WTO,Chinese publication field has been changed and Xinhua bookstore’s monopoly market or pattern was broken. Private enterprise, foreign enterprise, post system, publishing system make the market competition more keenly.The popular of web and E-books changes the way of reading and buying,and threats the monopoly position of Xinhua Bookstore,which mainly depends on the traditional distribution.Apart from this,the distribution of primary and middle school teaching materials and textbooks is up against very stiff competition.The Inner Mongolia Xinhua Distribution Group Corporation Ltd.’s predecessor is the Inner Mongolia Xinhua Bookstore which set up in1947.She has a history of66years.With the effort of Xinhua men,the company grows up. The company plays an important role in thriving of national cultue,the development of national economy and national unity.Though the company is good in Inner Mongolia,shegoes something wrong in the severe market competition. How to use the modern management techniques and the resources to leverage the strength and enlarge th maket share,take which strategy and measures is the most important things to solve.At first this paper describes the status of the Inner Mongolia Xinhua Distribution Group Corporation Ltd. objectly using PEST analysis, SWOT analysis.And the paper is focused on analyzing the environment conditions in publication field, and recognizing the competitive advantages and disadvantages.Then,the paper formulate the development strategy—"ertical integration strategy".On the one hand Backward Integration Strategy is that tying to do the publishing industry and printing industry,on the other hand forward integration Strategy is trying to do the logistics industry and Sales Industry.And the paper also designs the implement measures which are best.They are:Building a brand, restoring the enterprise culture, personnel training, reform of enterprise system, management measure, technology measureSo that the Inner Mongolia Xinhua Distribution Group Corporation Ltd. can improve its market competitive power,and become a comprehensive cultured media group.