Study On The Development Strategy Of ZJ Publishing House

ZJ publishing house is the professional press on quality inspection,from being founded between the 1960s and the1970s,until nowadays,have experienced the shock of Internet era,the optimization and recomposition of two publishing press and so far also the shock of emerging media.Compare to the general publishing house,the publishing scope of ZJ is smaller due to lower demand of book,especially the educational publishing house.As one of the first batch of national-digital-transformation demonstration institutions,how to survive in the transformation,and how to develop in the competition is the situation which ZJ publishing House is facing.Although digital publishing products are developed by the house,it still need to find support from national project fund in the future or find out marketing operation mode suitable for the house.All these are problems need to solve urgently.The paper makes development strategy for business strategy from analysis and study of the business of ZJ publishing house,by SWOT analysis and PEST analysis tools which were integrated into the whole thesis.The thesis combine the development of domestic and foreign publish industry business from three aspects of conventional publishing,digital publishing and how the new intellectual property of emerging media merge with publishing industry,introduced development,classification,literature review of publishing business category in times of change.The insight of marketing environment is described at the angle of analyzing the develop situation of the ZJ publishing house.As supplementary evidence,the research of internal environment is also included in the chapter at the angle of historical evolution,personnel structure and organization structure.In addition,an assessment of publishing level of the publishing house are conducted from aspects of conventional publishing,digital publishing,audio and video publishing.Moreover,comprehension of situation of customers from different group of clients,analyzing of sales status of publishing house by source of revenue the business model,sales relationship maintenance are also remained in this paper.The thesis studied problems that exist in aspects of management,sales,administration by analyzing of actuality;including problems of management:publishing products,value-added services,innovative abilities;problems of sales:books and digital products distribution channel,using of BBS and the official account;problems of administration:technical team crew,audio and video publishing works,personnel structure.Develop strategies are made based on problems,combining with business strategy of ZJ publishing house,thus advancing advices are made.