摘 要
随着我国经济社会的飞速发展，文化的产业化、市场化越来越受到党和国家
的重视，将在我国新一轮经济结构调整中扮演重要角色。可以肯定，未来几年，
我国文化市场必将迅速发展。因此，对于文化企业、特别是中小文化企业的研究
和分析并提出相应的对策，具有十分重要的现实意义。

湖南外教社图书公司是由上海外语教育出版社吸收湖南本地民间资本成立的
一家图书出版和销售的企业，既具备目前众多中小文化企业的一般特点，又拥有
自身的特殊性。如何在当前的形势下通过创新来确立自身的竞争优势，迅速发展、
壮大自己，增强抵御风险的能力？是摆在以湖南外教社图书公司为代表的蓬勃发
展的众多中小文化企业面前的一道必答题。

本文首先介绍了选题的背景、意义、国内外竞争战略理论和常用的战略分析
方法，然后运用“PEST”、五力模型和“SWOT”等分析工具，对湖南外教社图书公
司的背景、内部资源和能力、湖南市场的经营环境、竞争现状等进行深入的分析
和研究，发现了湖南外教社图书公司存在市场定位不清晰、缺乏行之有效的市场
竞争战略、企业发展缺乏可持续性等问题。

在分析和研究的基础上，根据企业竞争战略和相关企业管理理论，为湖南外
教社图书公司选择了一套以“差异化”为核心的竞争战略，主要在物流系统、创作
和出版（即生产部门）、销售网络和营销服务等开展区别于竞争对手的“差异化”
战略，并制定了相应市场营销、财务、人才和风险控制策略。

为保障以“差异化”为核心的竞争战略的实施，实现企业的可持续发展，湖
南外教社图书公司应进一步加强组织建设，并建立科学的绩效评价系统、完善的
信息系统和创新的企业文化。

关键词：湖南外教社图书公司；中小企业；竞争战略；差异化；市场定位
Abstract
With the expansion of China economy and society, the industrialization and
marketization of culture, getting more high attention of the CPC and the Central
Government of China P.R., will play the important role in the new adjustment of the
economic structure. We can easily find that the market of the culture and press will
surely develop rapidly. So, it will have important realistic meaning for studying and
analyzing the culture enterprises, especially the culture small and medium-sized
enterprises（SMES）, and proposing the appropriate measures.
With the joint investment of Shanghai Foreign Language Education Press and
several local private capitals, Hunan SFLEP Book Company Ltd is a culture company
for book publication and selling. It has both the common characteristics of the current
culture SMEs and its own particularity. How to obtain the competitive advantage
through innovation, develop itself rapidly and enhance the anti-risk ability, is the
compulsive question for Hunan SFLEP Book Company Ltd represents for the current
vigorous culture SMEs.
This thesis first introduced the title’s background, significance ， related
competition strategic theories and analytic measures. With the analysis of “PEST”,
five forces model, “SWOT”, and so on, this article studies deeply the background, the
inner resources, the capacity, the business environment and the present competitive
situation of Hunan SFLEP Book Company in Hunan local market. It has discovered
the existential problems of undistinct market position, lack of its effective
competition strategy and the developingt sustainability, etc.
On the basis of the analysis and studies, according to the related theories of the
competition strategy and business administration, it measures Hunan SFLEP Book
Company for a special strategy focusing on “differentiation”, in which it will
implement its particular stategy, distinguished with its rivals, in logistic system,
creation and publishment department (production department), sales network and
makekting services, with the related tactics in marketing management, finace, talents
and risk management.
In order to ensure the new strategy focusing on “differentiation” work smoothly
and its sustainable development, it is necessary for Hunan SFLEP Book Company to
enhance the construction of its organized system, and establish its scietific
performance-appraising system, perfect information system and innovative business
culture.
Key Words ： Hunan SFLEP Book Company Ltd; Medium-sized and Small
Enterprises；Competition Strategy; Differentiation; Market Position