Research On Competitive Strategy Of CM Company’s Institutional Repository Business

With the implementation of "innovation-driven development strategy",every industry pays more attention to informatization construction.Universities and scientific research institutions undertake major national innovation tasks,and their information construction is the guarantee of sustainable innovation ability.Institutional repository is an important part of informatization construction of colleges and universities and scientific research institutions.At present,China has issued specific policies to promote the construction and development of institutional repository and more and more informatized manufacturers start that business,which intensifies competition.CM company is a traditional data base service provider.Its Institutional repository has been hard going in the market since its launch and performs ordinarily.Therefore,it’s necessary to study the competitive strategy of CM’s Institutional repository under this environment,so as to build sustainable competitive edge.The paper focused on competitive strategy of CM company’s institutional repository,studying by means of literature review,survey research,strategic management theory and analysis model.Macro environments like policy,economy,society and technology were analyzed by PEST model,which achieved a conclusion that policy and social environment supported to construct new-generation institutional repository with new technology.The industrial environment surrounding CM company’s institutional repository was analyzed by five forces model,which achieved a result that the business field was fully competitive,the service of CM was not different greatly from others and potential starters and substitutes wouldn’t threaten CM.The external environment opportunity and threat of that business was analyzed by EFE matrix,investigation and interview.The advantages and disadvantages of the internal environment of CM company’s institutional repository were analyzed by IFE matrix.The external and internal environment were analyzed by SWOT analysis based on understanding the company’s vision,mission and target.Moreover,the paper made feasibility analysis on cost leadership strategy and other two strategies,then built quantitative strategic plan matrix.Quantitative analysis of the proposed three competitive strategies,finally the paper determined to take differentiation strategy as the competitive strategy of CM company’s institutional repository.Then the paper created specific implementation plan and safeguard measures for differentiation strategy.While formulating differentiation strategy of institutional repository,the paper proposed double-flow coupling institutional repository construction thought based on knowledge flow and business flow and put forward practical implementation scheme.The differentiation strategy of CM company’s institutional repository was determined by the company’s external and internal environment.Taking advantage of CM company’s operation experience,technological accumulation,brand resource and independent intellectual property rights,CM could promote the implementation of differentiation strategy of institutional repository by differentiated design of product development and design,marketing channels,project implementation and after-sales service,so as to achieve the company mission realizing knowledge and resource sharing in the whole society by means of institutional repository business.