The Management And Enterprise Strategy Research On Bertelsmann

Most Chinese are familiar with the Bertelsmann group, through its "Chinabook club". As one of the successful international media groups, Bertelsmannhas strong economic strength, its scope of business involves a number ofbroadcast television, publishing, distribution, printing and services. It has ahistory of nearly180years, which become a large multinational media grouponly30years time. At this stage, the Bertelsmann by virtue of the advantagesof the system design has obtained the fast development. At present, theChinese media industry is in a special period of development,the Bertelsmanngroup experience can provide a very good reference value for China.Based on new institutional economics theory of the firm as a tool, theBertelsmann property right structure, governance structure and corporatestrategy conducts the research separately from a system perspective.The thesis is divided into four parts:The first chapter mainly introduces the research purpose and literaturereview, this thesis research ideas and methods.The second chapter is mainlyintroduce the history and status of Bertelsmann’s operation.The third chapterselects in new institutional economics theory of enterprise as the researchframe, research of property right, governance, Bertelsmann three strategicdirections.Finally focuses on China’s media industry and the media group’sdevelopment status and trend, discusses the Bertelsmann can bring to thedevelopment of China’s media group which beneficial enlightenment.