Studies On The Press's Management Of IMC

In china,publishing industry has changed a lot. Since china hadjoined in the WTO, the administration system of the press has beenimproved itself to coordinate with the competitive environment ofsociety. The situation of book market has changed from producer orientationto consumer orientation. The publishing industry has recognized thatbook marketing is a very important loop in the activity of publishing.The independent marketing department has appeared in The People'sLiterature Publishing House,China youth press,and so on. The purposeof professional department impose on marketing planning, collectingmarket information, surveying the media's environment, tracking themarketing trend, and so on. In my survey, I found out that it had playeda prominent role in the publishing houses. In according with the new cycle of reform of publishing industry.The huge challenge of system reform means the adjustment of marketingstrategy of books. The thesis The thesis focus on how to implementmarketing management on publishing house according to the idea of modernmarketing. The IMC(integrated marketing communication)is one kind ofadvanced theory on marketing. Adopting the method of theory analysisand case study, the thesis probe on applying IMC in the publishing house.In my opinion, it is meaningful for restructuring modern marketing systemof publishing house. The internet gave me a lot of help in the processof study.