The Research On Marketing Strategy Of Learning Aids For Chinese Primary And Middle School Students Copyrighted Jilin People's Press

During the restructure of Chinese Publication Industry, the traditional sales pattern cannot satisfy but condition those enterprises'development. So, it's urgent for us to change the existing marketing mode. However, what marketing strategy is the optimal case? This paper focuses on the marketing particularity , current situation and environment of the learning aids for Chinese primary and middle school students copyrighted Jilin People's Press to explore the best marketing strategy.This paper first analyzes the present status of Jilin People's Press and its learning aids for Chinese primary and middle school students and puts forward the background and effect of the research—it will be helpful to reinforce the competitive ability of an enterprise and to create more profit not only for the enterprise's economic efficiency and social benefit. The paper aims at working out a newest and effective marketing strategy according to looking into the main products'features and exploring the problems and causes existing in marketing.The writer got the following conclusions that the books have the same thesis or the same contents at products, there are not the rational and flexible price without the intensive market investigation at price, there is not enough wide marketing net at place and no careful plans and timely evaluation at promotion, which all result to the poor sales achievement.To have comprehensive and deep knowledge of the study object, the writer starts with the analytical methods of PEST and SWOT and applies the theoretical knowledge mastered during MBA courses flexibly. The thesis proceeds by the way of comparison, combining the quantitative analysis with qualitative analysis, and integrates the theories with practice with historical research method, managerial approach and so forth. During the analysis of the external environment, the writer analyzes the macro-environment including politics and law, economy, society and culture, technology, and then competitive environment to know about the newest policy and the effect from the economic trend, also to know about that the industry profits are very high because of the low cost and giant consumer group, and there are still no monopolists resulted from the growing degree of homogeneous products. All in all, this is not only an attractive industry with great market potential and optimistic market prospect, but also a severe challenge because of so many competitors who are 90 percent of all of the presses and the trend that the absolute number of the primary and middle school students decreases from year to year. According to the summary, the writer points out the existing problems and gets the direction to solve the problems. By the way of SWOT, the writer gains an insight into the opportunity and threat, the strength and weakness, in order to provide the basis for the design of the marketing strategy.At the decision of the marketing strategy, the writer utilizes the STP theory, that is to say, Segment, Target, Position, to make a new strategy for the object. At the same time, the industry of learning aids for Chinese primary and middle school students enters the Brand Era the same as other industries. Accordingly, the writer also makes the proper Brand Strategy made up of the following three trimesters—Introduction Stage, Expansion Stage, Strengthen Stage. Therefore, we can get a distinct development direction for the learning aids of the press.At the design of the marketing strategy, the writer puts forward the thoughts aiming at the main four categories from four aspects: product, cost, place, promotion at the basis of the 4Ps theory. The traditional sales pattern is old and simple, but the new pattern is sophisticated, comprehensive, innovative and covers the shortage, which is thought to adapt to the demand of the market development effectively, to enhance the competitiveness and brand reputation of the press, to improve the economic and social returns.In real business, any plan's operation remains somewhat in flux. So, the writer predicts with courage the problems which may arise during the operation in ChapterⅣ,and puts forward the relevant safeguard measures so as to make sure the strategy be put into force successfully.The thesis provides new imagination for the marketing of the learning aids according to the 4Ps theory and proves its feasibility through the analysis of the marketing uniqueness, status quo, environment and so forth. The writer's comprehensive and thorough research and objective and realistic thoughts will be greatly beneficial to the developmen t of the enterprise.However, there are some problems that can still not be solved till now in the paper. One is how the traditional publishing can keep its competitive advantage when the digital publishing is developing rapidly and e-books have more and more market share. The other is whether the publishers of the learning aids for primary and middle school students should ask for the minority consumers just as the long-tailed theory said to follow the market segments'development. There are many difficulty for the development of the learning aids for primary and middle school students because of the severe market competition. There is a very very long way for the publishers, who need advanced ideas and much practice. Everyone must work hard and go ahead!...