A Study On The Marketing Strategy Of Book Of China Publish Enterprises

In recent years, the market-oriented of China's publishing industry continues to deepen, especially after joining the WTO, the Government opened up the book wholesale and retail competence, from both internal and external forces of China's publishing industry increasingly fierce market competition. And accordingly, the publication structural reform continues to promote, the operational press will restructure from the traditional to the modern enterprise. As China's publishing industry market-oriented deepening and the publication structural reform forward, building our market book marketing model, book marketing is more and more concerned by practitioners, which importance is constantly highlights. But from now the books marketing status quo of China's Publishing Industry, no real sense of marketing mechanisms to achieve the functions of conversion.Paper uses of marketing theory, and a method of theory with practice,combining quantitative and qualitative analysis, prominent systems,dynamic and interactive point of view, from the perspective of enterprises and the environment coordinated, deeply and systematically analysis of the books market status quo of China's Publishing Industry, book market characteristics and the books market marketing status quo. On this basis, with China's publishing industry of the actual, this paper studies and formulates the marketing strategy of books marketing of China's publishing industry, establishes the marketing mechanism of "readers as the core", proposes means of building a learning organization,the implementation of the human resources strategy, improve marketing staff incentive mechanism, enhances countermeasures of China's publishing industry marketing strategy, and makes it as marketing activities reference of which China's publishing industry to adopt scientific methods and means for.