China Electric Power Press Book Marketing Strategy Research

As the cultural system reform going deeply, China book market has improved steadily in which the competition is becoming increasingly fierce. Accompany by the prosperity of cultural market, there is also a sharp decline in sales of single type book and rising inventories. Therefore, the marketing of books has been the central and primary task in daily operation of the publisher; this is also a key factor of book publishing industry, which determined the prosperity and development of China publishing industry in future. In order to survive and develop in rapidly changing competing market, publishers must make full use of modern marketing concept, take full advantage of all kinds of resources, and turn resource advantages into market advantage so as to carry out the production and marketing that oriented to consumers' demand. The paper aims to provide a theoretical basis and decision-making reference of the marketing mix strategies for China Electric Power Press from the micro-strategic level.The paper applied the "4P theory" and "4C theory" combining marketing theory, which is oriented to "4C theory" and with "4P theory" as its means and methods. Considering current situation of book marketing for China Electric Power Press, the author pointed out the advantages of applying the marketing mix strategies, especially the necessity and feasibility. China Electric Power Press should implement marketing mix strategy and specific measures in:Implementation of consumer-oriented product strategy, accurate product positioning on the basis of market research, discover and meet the unique demands of the target audience, at the same time, develop digital publications; Implementation of cost-oriented pricing strategy that consumers are willing to pay, set the product prices by the reader's cognitive and try to reduce the additional cost of the readers; Implementation of convenience-oriented channel strategy that meet the consumers'will, while doing the traditional marketing channels, develop the network marketing, and promote the e-book marketing for digital publications; Implementation of marketing strategy that based on full communication with the consumers, make full use of own media such as networks, micro-blog and other emerging media to conduct propaganda and build a two-way interactive information system.Hope these measures can help China Electric Power Press enhance its competitive advantage in the fierce market competition in future, get more development, be better, bigger, stronger in media industry and give a certain extent of inspiration and reference.