| In recent years, the Chinese publishing industry marketability degree deepened unceasingly. From September, 2003, the government has let loose the total distribution right, limited to 2006 in the release domain to the foreign capital and the privately operated capital cancels completely, these actions have broken the books domain monopoly condition enormously without doubt, promoted the entire publishing industry marketability advancement. Meanwhile, the publishing house organizational reform continually is also advancing, publishing house from traditional Institution to modern enterprise transformation. On the other hand, the globalized competition the Chinese publishing industry will already coerce, causes the Chinese publishing industry from the interior and the exterior strength the market competition to be getting more and more intense, the books market which causes is even more complex. Under this background, the Chinese publishing industry realizes the marketing more and more in the books market importance. However the marketing was still the Chinese publishing industry soft rib, books marketing each link is facing each kind of question.The Jilin Education Publishing house inevitable is also facing each kind of question in the synchronization class teaching assistant books' marketing.First is the Jilin Education Publishing house not own marketing system, has only set up the pure editorial department, the issue department, the production department. In this organization constructs in the foundation, manages the pattern is the administration, but a non-perfect analysis, plan, execution, control hard currency pattern. Therefore, in the present system and under the mechanism condition, the publishing house often lacks the big plan which to the books market entire interrogates and investigates ponders, cannot according to the market demand, the main office superiority, the future move toward and so on aspect change of situation, has the new creativity, and becomes this kind of creativity the new selected topic which the reality may operate. At the same time, between publishing house itself various links also lacks the overall coordinated and the surveillance, to the selected topic plan, the handing in a writing time, the editor processes and manufactures the progress, to enter the market hour, the propaganda promotion plan and the implementation and so on various links lacks the regulative strength, the cause books circulation is impeded, the information is impeded. Next is the present entire publication profession is being in"the severe winter"the time, the entire market is at a disordered state, faces returning goods rate high, to pirate the phenomenon to be serious, the discount low status each kind of question, at the same time, national policy's unceasing releasing, is just like"the fetters", fetters is publishing enterprise's development.How does the Jilin Education Publishing house stand firm in this competition intense market, the books marketing has become essentially"the sharp weapon".Must carry on the books marketing, must first often the marketing environment carry on the analysis to the entire synchronization class teaching assistant books, then carries on the marketing strategy design, finally proposes the books marketing combined strategy.When carries on the analysis to the synchronization class teaching assistant books market marketing environment, must from the market macroscopic environment, the Jilin Education Publishing house microscopic environment and the competitor carries on the analysis. Through analyzes us to know that the entire books market's demand is very big, the reason that but the Jilin Education Publishing house does is not good, is mainly the marketing strategy with has not come up. But some big companies already had certain fund and the brand superiority, the edition plan and the marketing strength are strong, have the strong anti-risk ability, and has formed the market approval the brand. If the will great wild goose education's optimization design, the Venus book business's teaching material complete solution, a Jiangsu spring rain's class rehearses a play and so on. The synchronization class teaching assistant books' industrial concentration degree is enhancing gradually, the partial strong trend brand is leading the market, raised junior's threshold. Through this round the Lang Tao Sha verse, some operation bad Small company is eliminated, the entire industry will transit gradually to the order competition condition, teaching assistant book business will enter the rational development phase. The Jilin Education Publishing house should seize this opportunity, through the marketing strategy, can obtain thick soup in the books market.The Jilin Education Publishing house must consider in the synchronization class teaching assistant books market marketing strategy design from three aspects.First is the books market segmentation, we not only need pay attention to the geography to subdivide, the population to subdivide, must pay attention to reader's behavior segmentation, only then like this, what can be better is the reader provides satisfaction the product.Next is the Jilin Education Publishing house synchronization class teaching assistant books target market choice, the target market choice should consider from two aspects that one is the target market choice standard, one is the target market choice pattern. Through in these two aspect's analysis, obtains the Jilin Education Publishing house target market the choice to be the countryside books market, the product by the place teaching material's necessary synchronization class teaching assistant primarily, facing the expense community should be medium and the following student.Finally, through obtains to the Jilin Education Publishing house synchronization class teaching assistant books market localization's analysis, the Jilin Education Publishing house's synchronization class books should locate in the auxiliary classroom practice teaching assistant primarily, the price should also be the low ends.The books market marketing environment analysis and the marketing strategy design is lays the foundation found for the books market marketing combined strategy. The Jilin Education Publishing house synchronization class teaching assistant books market marketing combined strategy must from the product, the price, the channel, promote sales four aspects to formulate the strategy.The product aspect, except needs to guarantee that the books the error rate is low, knowledge entire, the topic is novel, but must have the books brand strategy. Because synchronization class teaching assistant books in selected topic, price similar, the brand becomes the most outstanding feature which distinguishes. The use books brand, the product characteristic and the quality character by the brand which uses are represented concisely, the convenient buyer can better distinguish with the similar books product, so that the reader can select and purchase. The books brand can also play the promotion the role. Famous brand goods' sale is always much better than the common product, this is the brand promotion most obvious example.The price aspect, the books price as if is in all marketing variable the simple, the dullest factor, it both does not look like books product such really, and does not look like the books to propagandize such great variety, but it actually has been the focal point which in the books market attracts much attention. The Jilin Education Publishing house "Synchronized Training" the collection, can achieve each seal 0.8 Yuan, like this has the very big price fluctuation leeway, may leave leeway the very big leeway for the books business promotion.The channel aspect, the Jilin Education Publishing house synchronization class books retailing channel should choose the publishing house - retail merchant - reader and the publishing house - business agent - wholesaler - retail merchant - reader two channels. This is because the choice publishing house - retail merchant - reader this retailing channel is the synchronization class books enters the market most effective method, this channel will also be the later synchronization class books enters the market the main channel. The Jilin Education Publishing house must have the talented person who sells this aspect, like this can build the good foundation for the later development. Cannot depend upon the bystander to sell own book completely. The choice publishing house - business agent - wholesaler - retail merchant - reader is because the business agent and the wholesaler have the very good relations, can obtain more accurate information from their that moreover the business agent does not use the fund, it will place the energy in the market investigation and study and the books sales promotion. Much less, the books profession is in the trough, everybody does not approve puts out the more fundings invested to the books market, the Jilin Education Publishing house while chooses a good business agent, may also overcome the ramming for the later development the foundation.The promotion aspect, the Jilin Education Publishing house should use business promotion strategy in the synchronization class books promotion. This is because the relative advertisements propaganda, business promotion strategy expense is low. Also has is the Jilin Education Publishing house "Synchronized Training", since each seal's fixed price may move down, then may have more funds to use on the books complimentary gift.In brief, Jilin Education Publishing house, if wants to hold the small space in the books profession, acquires the marketing consciousness, establishes the marketing system is the current most main work. |
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