| With the steady advance of culture system reform in China,publishing Enterprises gradually get rid of the shackles of the planned economy,and the market competition is becoming increasingly fierce.By the aid of the rapid development of digital information technology,the share of digital products in publishing is increasingly growing.So how to adapt to the system reform and environment needs of education information,how to fulfill the task of marketing in new digital products and how to generate effective of marketing strategies becomes the major subject for each published Enterprise.Based on the theory of marking strategy,this paper,taking into account the development of digital products,carries out a research about the marketing strategy of the digital products of the Higher Education Press Co.,Ltd(hereinafter referred to briefly as Higher Education Press)from a micro-level.First,this paper introduces the background and significance of the research.Through the investigation of digital product marketing of Higher Education Press,this paper analyzes the problems of digital product marketing.And then combined with the marketing environment of the publishing industry,this paper summarizes the macro-environment,the micro environment faced to Higher Education Press.Thirdly,opportunities,threats,strengths and weaknesses of the Higher Education Press are clarified by SWOT analysis.At last,some marketing strategies of the digital products for Higher Education Press are made,including product strategies,pricing strategies,channel strategies and marketing strategies.Through this paper,we hope that these formulated marketing strategies can meet the market demands further and improve the competitive ability of the digital products of Higher Education Press a effectively in the increasingly competitive publishing market.We also hope that the digital products of Higher Education Press can continue to maintain advantages and become bigger and stronger. |
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