| With the rapid development and popularization of digital information technology,the ways to acquire knowledge are diversified.It brings new impact on traditional print media.Digital publication develops rapidly,and digital reading becomes a new trend.Facing to the new changes of the high tech of publishing industry and of the reading habits of the readers,it becomes a multilateral consensus that we should be prepared for danger in times of peace and seize the opportunity to develop publishing industry.The digital publishing is a new emerging field.Publisher remains puzzled by the questions of how to get into the digital publishing industry and develop digital publishing products.How to make the digital publishing products outstanding and extensive has become a major project for the traditional publishing company which has set feet on the digital publishing.LM Press is a Small and Medium-sized publishing company.During the Twelfth Five Year Plan,the company has tried to develop digital publishing business.Although the company published some digital publications and benefited in social,it still has no scale and great economic benefits.According to the digital times arrived,there will be more outstanding publishing company set feet on digital publishing industry during the Thirteenth Five Year Plan.The competition of publishing market is pure.This thesis researched on the LM Press.First,using strategic management theory and analytic methods to research LM Press internal and external environment.We believe that the government supports digital publishing development and transformation upgrading of traditional publishing company.Due to the national economic development,the needs of art teaching material increased which was considered to be an opportunity of development of digital publishing.Meanwhile the severe competition of digital publish products are the threats to the publishing company.Publishing company has built the digital publishing organization which has abundant content and books.The innovation ability and the cooperation with university are the advantageous of digital publishing.But capital shortage,narrow professional audience,reserving talent shortage are the weak points of this publish company.Secondly,this article has used SWOT analysis to match the development opportunity,threat,internal advantage and disadvantage.According to strategic objectives,this article also is located in art digital publishing products provider and reading service providers.By the overall layout of one purpose,two directions,orientation education,radiation the nation,this article has given the strategic way of media convergence of resource diversification and differentiated competition of digital publishing.At last,in the implementation of the strategy,this article raised the target of enhancing the author resource management,strengthening the content competitiveness of publishing products,creating the content of publishing products and publishing operation mode,building internet platform,strengthening the construction of digital publishing human resources as well as the selective cooperation with other related industry,etc.This article sets the content of the strategic control to ensure the strategic target of the business of LM Press. |
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