Research On Differentiating Business Strategy Of XL Press

In the age of the Mobile Internet,the content of multimedia,the way of transmission and the way of reading of consumers are all changing with each passing day,and the traditional publishing market is facing an unprecedented and huge impact.Under the increasingly fierce market competition,As the entity of the publishing market,press,especially the small and medium-sized press,has been greatly influenced and started to explore its own way out.With the children's market becoming the largest submarket of the publishing market,many small and medium-sized presss begin to enter the children's market competition,which makes the children's market low-quality competition serious.In this case,small and medium-sized presss to maintain a stable development situation,it is necessary to choose a reasonable development strategy.This paper takes XL press as the research object,investigates its present situation through the questionnaire survey,interviews and so on,and uses the related theory of strategic management This paper makes a strategic analysis on the existing product structure,popular science product composition and distribution channels of XL press It is found that the main business growth is stagnant and has a downward trend,the new business areas of unclear thinking and so on.This paper analyzes the competition of Xl press in the publishing market with Porter's five-force model,and points out that XL press faces many external threats,such as a large number of competitors flooding into the industry,potential competitors penetrating constantly,strong impact of digital publishing,etc..This paper analyzes the development environment of Xl press with SWOT analysis tool,points out its advantages in developing characteristic industry of Popular Science Fiction,and the emergence of new technology can fully tap the potential of this field.On this basis,the author draws the conclusion that XL press is suitable to choose the field of popular science fiction for children to implement the strategy of differentiation.Drawing on the experience of Industry benchmarking,this paper puts forward some concrete strategies,such as the strategy of product differentiation,the strategy of project content,the strategy of industry chain extension,and the safeguard measures for implementing the strategy of differentiation.