Study On The Business Development Strategy Of Periodicals Of Duzhe Publishing And Media Co. Ltd

As one of the most famous cultural enterprises in our country, DUZHE Publishing and Media Co. Ltd, which publish READERS Periodicals is the largest circulation of journals in China. With the development of the Internet, it has brought larger impact on its magazines. It is obvious for people to notice the decline trend on its level of profitability. Therefore, it is very significant to study on its future development strategy in the business of Periodicals.This paper analysed the current development status of Chinese as well as global publishing industry, and summarized the experience of transformation and development about Pearson,Phoenix Publishing and Media Company. Based on these, the writer summed up the macro environment, industry environment and internal conditions in the business of Periodicals of DUZHE Publishing and Media Co. Ltd by the tools of PEST Analysis, Porter’s Five Forces Model,SWOT Analysis, indicating that with the development of Periodicals of DUZHE Publishing and Media Co. Ltd, it is not only faces good opportunities, but also faces many challenges, and it is in urgent need of transformation.Therefore, this paper will focus on the future development strategy in the business of Periodicals of DUZHE Publishing and Media Co. Ltd and on the basis of previous analysis about the Periodicals, listing out what kind of measures should be taken according to different strategic models. It also makes use of Quantitative Strategic Planning Matrix to carry on making the strategic choices, clearly puts forward that the business diversification of Periodicals should be adopted in the future, and comes up with related suggestions.