The Research Of China Marketing Promotion Strategy Of LEXISNEXIS Company

Along with the Internet swift and violent development, content of the database becomes more and more important, specially in the scientific research domain, the most main global publishing house in abundance its publication content computerization, and draws support from the Internet and the advanced search engine service, disseminates the knowledge each country and the area, has made the tremendous contribution for global knowledge sharing. At the same time, the database also gradually becomes a huge industry to develop.Starts from the end of 20 century', the overseas database company enters the Chinese market regularly; this has made the tremendous contribution for China's scholarly research. Although the overseas database in China's development is only the short several years, but the most main global publishing house's database all already entered China, this has launched the fierce competition in the Chinese academic market. In China's academic market marketing, brand cognition, marketing channel and fixed price strategy as well as post-sale service strategy become more important for foreign databases'competition.This paper summarizes the elaboration overseas database in China's academic market development, through the overseas database in China's environment analysis, the Chinese academic market analysis as well as consumer's brand cognition and analysis, obtained the development trend of foreign database in China academic market. And take the LexisNexis Corporation's foreign language database as the example, discussed the previous marketing promotion strategy in China academic market. Get out the big gap between LexisNexis and the others foreign database companies. From there to conclude the future marketing promotion strategy of LexisNexis in China market.