Study On Diversified Operation Of China's Publication Media Groups

Since the beginning of reform and opening up policy,the reform and development of enterprises have been the core contents of the policy.Meanwhile,the complexity and arduousness of the reform and opening up has also determined the reform and development of Chinese enterprises as an unprecedented great and profound record in history.China's publication industry also experienced a series of profound changes and innovative development in this opportunity,and some publication enterprises rose one after another like bamboo shoots after a spring rain as groups.After the successive success of transformation into enterprises and shareholding system reform of publication enterprises,how to make good use of advantageous capital gained from being listed and how to seek for the future development directions in the new broad environment at home and abroad have been urgent problems for publication media groups as well as domestic large publication media groups to solve.Since China entered WTO,we have greeted great opportunities as well as faced huge challenges.With the development of digital technology,the situation of coexistence of opportunities and challenges will be more extreme and prominent.The traditional book publishing market has gradually touched its bottleneck of development after continuous great challenges and impacts.Under the situation with troubles internally and externally,most of our country's publication media groups choose the diversified development patterns to ease the competitive pressure of their own,and continuously seek for ways to maintain good profits.However,China's publication enterprises just start their diversified operations,so the operation and management of various industries still lack experience,therefore,the diversified development of publication media enterprises will certainly accompanied with higher risks.How to find the suitable development directions in the development process and how to avoid the industrial risks brought by operations will be the key problems that must be considered in groups' future diversified development.This paper takes the establishing background of our country's publication media groups and their current diversified operating situations as the starting points,starts from PHOENIX PUBLISHING&MEDIA GROUP,CHINA SOUTH PUBLISHING&MEDIA GROUP and ANHUI PUBLISHING GROUP,compares their main business,industries related to the main business and other industries,and studies the diversified operations of Chinese publication media groups on this basis.It can be found from study that the diversified development of our country' s publication media groups should stick to the development of the main business as its first principle,and launch characteristic diversified operations according to its advantages.In the development process of the main business of publication groups,we should set up reasonable industrial structure,lower their dependency on a single kind of products,and take active part in perfecting the construction of the section which is missing in the main business.In the development process of the diversified business related to the main one,we should develop in accordance with the basic rules of the development of diversified business,take digital technology as a method,and seek for the cooperative development with the top enterprises in the industry.In the development of the diversified business related to non-main business,the enterprises should have a sufficient market research before entering into this field,integrate their advantages with the new industry while developing the business,and pay attention to seek for superimposed effects with the mutual development of several new industries.In the conclusion part,the writer puts forward several suggestions on the future development of diversified operations of China' s publication media groups according to the results of case studies,hoping to offer references to their future development and changes.