Research On Developing Strategy Of Duzhe Publishing Group

With the continuous improvement of China's economic system,the further innovation of cultural system,and the improvement on internet technology&mobile communication technology,China's publishing industry is also facing a huge change.In the past 30 years,the traditional publishing industry has experienced rapid development,now,it has been impacted on the rise of the digital publishing.Online reading&mobile reading are the new choices to the public.Duzhe Publishing Group inaugurated in 2006,it's predecessor is Gansu People's Publishing House,as a famous publishing house which has existed 60 years,Duzhe Publishing Group faces opportunities&challenges under the new form of publication.On the one hand,as a famous publishing house,in the past 30 years,it relies on the magazine Duzhe and gets good opportunities&great development.Now,Duzhe Publishing Group has formed a large publishing group which has 13 business sectors,4 wholly-owned subsidiaries,3 holding subsidiaries&8 administrative departments.It has prosperous developing momentum&strongly diversified development.On the other hand,because of the geographical,economic and other environmental restrictions,Duzhe Publishing Group shows its weakness when holds crises&grasps opportunities.Based on the growth history,current situation and existing problems of Duzhe Publishing Group,the paper puts forward the important significant of enforcing strategic management.This paper is supported on the theory of strategic management t cultural industry&the theory of digital publishing,using documentary collection,field research and other research methods,have detailed analysis in the present situation of the development of the publishing industry,elaborated the basic situation of Duzhe Publishing Group.With the aid of the PEST analysis,EFE analysis,Potter Five Forces analysis,IFE analysis,SWOT matrix analysis method,analyzed the external and internal environment of Duzhe Publishing Group and puts forward the group's strategic goals.In order to ensure smooth implementation strategy,defined the strategy implementation steps and safeguard measure,propose countermeasures for the process and way of the strategic control.The research shows that Duzhe Publishing Group's own advantages aren't obvious in the current development trend.In such a development environment,the research suggests that diversification strategy is the choice of Duzhe Publishing Group if it wants to break in the digital publishing transformation period.