Study On Marketing Strategies For Chinese Science And Technology Books

Given the significance of the scientific and technology book publishing in the whole book publishing world, it is important to analyze the marketing modes of this kind of books, which would help the publishing houses for the subject selection, the establishment of scientific marketing modes, and the improvement of social and economic benefits.The establishment of the marketing mode of science and technology books is based on the analysis of the market environment. Many problems are found in the publishing of science and technology books, based on the analysis of the macro-environment and micro-environment, such as the lack of initiative topic planning, small-scale publishing, copyright trade deficit and variety homogeneous.But all of these problems can be solved through the implementation of "professional" publishing strategy--the competitive strength of publishing houses can be enhanced by following the"multi-dimensional"publishing strategy and integrating advantage resources in a relatively small area, according to the strategic management theory and science and technology books publishing practice."Professional" publishing strategy requires reconstruction of traditional organization and the segmentation, selection and positioning of target market. Given that, a comprehensive, scientific and practical marketing mode for science and technology books can be formulated in order to enhance its publishing competitive strength, through"multi-dimensional"product strategy, scientific price strategy and flexible distribution strategy and promotions strategy.