THE DEVELOPMENT STRATEGY OF KOINA ABSTRACT Shanghai KOINA information technology Co., Ltd. is a new joint venture managing short message platform service, work of local Chinese region, on-line education, the periodical of “knowledge about China” and so on. Due to the new business of pany, however, some problems still lie in the areas of strategic planning, internal management, money-collecting, etc. Then according to the practical of pany, this paper conducts a lot of market analyses, some investigations plus researches so as to tackle the above problems. On this basis, some relevant management theories are used to make out new strategy for the company, and some useful suggesti