Research On The Developement Strategy Of ZX Publishing Company

With the development in China,the publishing industry has been paid more and more attention by the government and society.Book plays a huge role in enriching people's spiritual world and enhancing the country's cultural soft power,and at the same time is a sunrise industry with broad prospects and great future.At present,the strategic reorganization process of publishing industry is constantly advancing,the regional monopoly is gradually broken,the market competition around highquality media resources,high-quality distribution channels and retail terminals,reader groups is increasingly fierce.The national book publishing varieties continues to rise,but single product printing and sales is declining,this situation will further lead to intensified market competition.Therefore,for the leading enterprise in the book industry,ZX Publishing Company,which has achieved periodic success,have to face the problem that how to face the risk of market share decline,profit decline,and dominant position shake caused by fierce competition.Have to face the problem that the opportunities and challenges brought by technology upgrading.Have to face the problem that the uncertainty brought by the change of consumers' traditional cognition and consumption habit.It is a huge challenge.First of all,this paper summarized the relevant theories of enterprise strategic management,and then analyzes the macro-environment faced by ZX Publishing Company with the PEST method and Porter's Five Forces model.Next it analyzes the internal situation of ZX Publishing Company from the two aspects of resources and core capabilities,SWOT matrix and other tools were used for carrying out strategic analysis on ZX Publishing Company.Finally,it proposes the future development strategy of ZX Publishing Company.Finally,this paper tries to discuss the content,channel,brand and other auxiliary measures to ensure the strategy implementation.Based on the theory of enterprise strategic management,this paper tries to find out the strategic ideas and methods that are helpful for publishing enterprises to break the predicament and realize the sustainable development in the future.