Anhui Children’s Publishing House Children’s Book Marketing Strategy Research

By the end of2010, the "transformation" of publishing system reform has done. The former book market which was compartmentalized in charge of administrative power and closed, have to change to the unified big market, open, competitive, orderly.The publishing industry of China is undergoing tremendous changes because of the publishing transformation of large-scale.The fierce book market competition makes publishing enterprises must constantly improve innovation management, making efforts to adapt to the changing environment,making the appropriate response to the changing environment, and make their own books to meet the needs of the target readers, in order to realize the development and breakthrough.However, because of its own limitations and shortcomings, the traditional publishing model has been unable to meet even restrict the development of the enterprise, especially with the emergence and development of private publishing industry, market development tendency of saturation piling up in excess of requirement, many publishers are facing financial difficulties. The press managers must be pioneering publisher, entrepreneurs, marketing experts, not only having strong dedication and responsibility to the construction of socialist spiritual civilization,but also using modern marketing strategies in the industry practice, proficient in book marketing.However, with the rapid changes in the process of reform and market conditions, for publishing professionals, how to do marketing is still a "long search".Anhui Children’s Publishing House is the only one publishing house which specialize in children’s books publishing in Anhui province.Especially in1998, after establishing "the direction of the publication in child", the agency actively guide the market, gaining highly praise from readers and experts.A series of data show, what Anhui Children’s Publishing House made in children’s books marketing achievement is huge. Therefore, the experience of Anhui Children’s Publishing House in children’s book marketing is worth all the children’s books press even all self-sustaining press to study. The internship experience in Anhui Children’s Publishing House also makes the author realize, the successful marketing strategies of Anhui Children’s Publishing House in children’s books is inseparable. Therefore, this paper intends to take Anhui Children’s Publishing House as the object to study, investigating the characteristics of children’s books and marketing situation,based on the theory of4PS, combining the concrete case and study its product strategy, pricing strategy, place strategy and promotion strategy in detail, summarizing the successful experience that Anhui Children’s Publishing House has made in this kind of product marketing, also pointing out the existing problems and reasons, hoping that my research can provide experience of children’s books marketing strategy to all children press or even the press that set foot in or going to children book publishing field, including the selection of target market, the development and brand strategy, improving the competitiveness of publishing industry and brand awareness, enhancing the economic benefit and social benefit.