The Development Strategy For Beiren's Web Offset Press

China has absorbed more and more advanced foreign technology and capital since it started the reform and opening up to the world and this has created numerous competitive industries in China. Printing machinery is a traditional but promising industry in China. The sheet feed press, web offset press, web gravure press and flexographic press are the most widely used in printing newspapers, magazines, books, advertisements and packaging papers. They take 75% to 80% of the press sales. Among the four kinds of presses, the main manufacturers of web off set press in China are the Shanghai Goss Web Offset Press Company and Beiren Web Offset Press Company.This paper takes the products of Beiren Web Offset Press Company as the study subject. By using SWOT method, the paper compares the products with those from developed countries, analyzes the industry policy and structure, and the situation on competition. The paper identifies the advantages, opportunities and challenges Beiren is facing, and then sets the objectives and strategies including cost leadership, new product development, service differentiation, and sales innovation.With the development of technology and the support from government, Chinese printing machinery manufacturers will take the scientific development concept, focus on the corporate strategies, enjoy a sound development, and finally play an important role in the world market.