Research On The Develop Strategy Of Jiuquan Yang Guan Magazine Co.,Ltd

The 30 years of reform and opening up,China's development in political,cultural,economic,social and all other fields have provided a solid foundation for growth of China's periodical industry.From 2012 to 2013,the periodical industry ushered in the fast-growing period.However,in 2015,the development speed reduced sharply.According to statistics,by the end of 2015,there were 10014 periodicals in China,only 3% of which were actually active in market.The reasons are the follows.First,a large number of high-grade journals in cooperation with foreign copyrights occupy most high-end customers,and only a few quality customers were left to other periodicals;Second,insufficient fund directly affects their development;Third,change of people's reading habit has greatly threatened development of periodicals;Fourth,defective and nonstandard issuing channels and outdated distribution means are crucial reasons hindering progress of the periodical circulation industry.All the above reasons made it hard for the periodical industry to march ahead.The severe situation forced the industry to the crossroad of reform.In order to accelerate reform of cultural institution,Chinese government proposed the development idea of integrating cultural industry with businesses.In 2012,facing the wave of cultural institution reform,Jiuquan Yang Guan Magazine Co.,Ltd was incorporated with Jiuquan OK Investment Holdings Co.,Ltd.Absorbing in capital capacity,Jiuquan Yang Guan Magazine Co.,Ltd alleviated its financial distress to some degree.However,Jiuquan OK Investment Holdings Co.,Ltd mainly engaged in investment in manufacturing of agricultural machinery and supporting facilities.Its business goal and development direction all rest in the machinery manufacturing sector.Due to unfamiliarity for the cultural industry,it could not make effective regulation toward the Jiuquan Yang Guan Magazine Co.,Ltd.As a result,the magazine company underwent a long-time disordered management.When the entire industry fell into crisis,the magazine company could only survive depending on infusion of funds from Jiuquan OK Investment Holdings Co.,Ltd.In 2015,Premier Li Keqiang proposed in the government work report that “the Belt and the Road” is one of the “three supporting belts” for China's economic development in future.It brings a great development opportunity to Jiuquan YangGuan Magazine Co.,Ltd which is located in the core zone along “the Belt and the Road”.Moreover,in the 13 th Five-Year Plan,Chinese government for the first time proposed that cultural industry will become a pillar industry in the future 5 years.This is a positive guidance for cultural industry.Publication is the embodiment of a country's soft power.Where there is audience,there is “the battle field”.With booming of mobile Internet worldwide,new media,represented by digital publications,have attract people's eyes and have become the major channels of national publicity.How to make good use of the government's support for industries along “the Belt and the Road” and China's cultural industrial policy in “the 13 th Five-Year Plan” and how to use new media to promote its development in Gansu with innovative attitude and get a share in the large case of Gansu's cultural industry are issues faced by Gansu Yang Guan Magazine Co.,Ltd now.This thesis took Gansu Yang Guan Magazine Co.,Ltd as the object of study.After analyzing operation status of the company,the author made PEST analysis of external environment of the company in light of strategic management theories and methodology.Then,he found opportunities and threats brought by external environment to Gansu Yang Guan Magazine Co.,Ltd.Furthermore,he used Michael Porter's Five Forces Model and Competitive Profile Matrix to analyze five major powers which have profound influences on competition and decision making of the company in order to learn the environment of competition faced by the company.Thirdly,depending on SWOT analysis,External Factor Evaluation Matrix and Internal Factor Evaluation Matrix,the author made strategies for the company.Fourth,the author explained implementation of the “generally tightening” differential strategy of Jiuquan Yang Guan Magazine Co.,Ltd.