A Study On Development Strategy Of Tianxing Company

With the opening of the book market and the sped-up acceleration of publishing industry process, Industry competition is becoming increasingly intense, and the attitude of government to coincide with the private sectors goes up. In such a situation, private enterprises should not only pay attention to the immediate interests, but also should take a broad view to long-term interests and to determine the strategic goal and the development strategy, and aspire to make the enterprise bigger and stronger. Zhengzhou Sunshine, as a private enterprise which committed to high school educational books planning, also needs to reconsider the company's overall development strategy and strategic positioning.In this paper, the development strategic choice of Zhengzhou Sunshine is the research target. This paper makes comprehensive analysis on the external environment, industry structure and internal strategic condition, applies management theory and SWOT analysis method and eventually find the opportunity and threat that the external environment provide, and its own strengths and weakness. Then on the basis of analysis, it puts forward the future strategic target and the overall development strategy. At last, this paper puts forward concrete strategy implementing proposals in the aspects of improvement of the enterprise management level, adjusting the business process, human resource management and development, financial system, and the enhancement of marketing capability, etc.