| Summary: | 碩士 === 南華大學 === 出版學研究所 === 90 === The purpose of the article is to recognize the competitive circumstances of Mainland China’s book circulation market, including the source and strength of competition, the structure of competition, also the future tendencies.
This article will apply “The Five Forces Model”, “Strategic Groups” and “Industry Life Circle” from Potter’s book “Competitive Strategy” as the basis model to perform analysis against the issues mentioned above. This article uses Xinhua Book Store which is now holding the largest market share as the research object to perform major competitor analysis, then go details to the competitive strategies by operation level, business level and enterprise level.
Research conclusions are summarized below:
(1) Since the 1982 “One major, three many, one less” policy, Mainland China’s book circulation market switched from closed monopoly to open competition, therefore book circulation channels and competitors increased as well.
(2) Among the Non-Xinhua-system Mainland China’s book circulators, publishes are the earliest ones to join the market, followed by personal and private businesses; after mid-1990 public sectors such as newspapers and the post with strong competency joined also, thus marketing competition got more vigorous.
(3) 1982- 2000, Xinhua Book Store’s market share was getting down but still staying as the market leader, one was because of her long-term cumulated strength, the other reason was her monopoly of general book publishing and student textbooks sales. As to her future competitive power, it would depends on the successfulness of her development strategy as well as sales competency.
(4) After the aggressive revolutions during 1987-1988, Xinhua Book Store is getting involved into many different business domains which increased entrance barriers so as to her business running cost.
(5) Mainland China’s book circulation industry has two very opposite marketing directions: Enlarging marketing size or concentration marketing. Xinhua Book Store’s provincial stores are towards enterprise development while small to middle size stores are going chain store running model. Generally, private business, usually with limited investments, are developing towards chain store or union running models, some are focus-oriented, such as professional book dealers and retailers. These tendencies are more obvious since China’s join to WTO in order to cope with foreign competitors.
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