A Research on the Transformation of U.S.A Trade Publishers
|School||Wuhan University of Technology|
|Keywords||Random House. Inc business strategy U.S.A. Trade publisher|
Transformation is a proactive strategic decision of enterprises and a dynamic process, which needs enterprises to change the existing business model organizational structure, key technology and product structure through a long-term adjustment of business strategy so as to realize the enterprise sustainable development. In the spring of2006, the US "sub-prime crisis" gradually began to be revealed, which sweeps across the world’s major financial markets such as the United States, the European Union and Japan in August2007.In2008,the sub-prime crisis has evolved into a global financial crisis. Affected by the global financial crisis, the P-book,as a non-essential item accessing to daily life, has been significantly taken a great change in the mass consumers’ concept, resulting that the sales of P-books as a commodity become much more difficult in an era of diversifying reading. The changes of external factors, such as technical environment, marketing environment, global environment and industrial environment and the modification of internal causes, for example, taking full use of potential resources, optimizing the organizational structure and increasing market share make the U.S.A. trade publishers adapt to news changes of market competition through strategic restructuring so as to form a new competitive advantage and competitiveness. This article will focus on the transformation of U.S.A trade publishers in the new century, especially ever since2005.This article adopts the interdisciplinary research methods, comparative analysis method, case studies and literature study and carries the theme on strategic transformation of U.S.A. trade publishers based on the theory of business strategy. At same time, the study takes the random house an an example to explore the successful experience of American trade publishing, accordingly proposing right and forward-looking developing strategy for Chinese publishing industry so as to promote it towards the steady and healthy development.First of all, I will elaborate random house’s developing status including the course of its development, its organizational structure and operating station. Secondly, I will analyze the internal and external factors of the Random House’s transformation and provide a realistic basis for its specific strategic transformation. Thirdly, this research concerns the specific case of Random House and explores its business strategic changes from digital development strategy, diversified development strategy, M&A development strategy, international business strategy and the innovation of management model. Fourthly, on this basis, Random House’s strategic transformation achieved good results. However, it encounters some problems, such as digital rights dispute, failing to balance the cultural mission with commercial and other issues. Finally, the study will provide a corresponding reference for the development of China’s publishing industry in transitional stage.