Research On The Marketing Innovation Strategy Of Publishing Enterprises-from The Perspective Of Dynamic Capabilities

Book publishing is the focus of national cultural and educational affair.The publication of primary and secondary school textbooks is the basic carrier of national basic textbooks.Internet Plus,promotes the industrial convergence,which modify the external environment and business operation of textbook publisher.At the same time,for firms,dynamic capability can change the business practices,drive the transformation and renew the competitive advantage.This paper examines the external environment and current situation of the publication and distribution market of primary and secondary school textbooks,and discusses the impact of "Internet +" on the publication and distribution of textbooks in primary and middle schools.Then,based on the theory of dynamic capabilities,this paper constructs a theoretical analysis framework,taking a case study as a form to comprehensively examine the relationship between dynamic capabilities and corporate marketing innovation of People Education Press.Findings of this paper can be summarized as follows:(1)as the macroeconomic background changes,primary and secondary school textbook publishing market is expanding and market competition is more reflected in the horizontal competition of enterprises;(2)the cognition of enterprises affects the evolution of enterprise dynamic capabilities,dynamic capabilities promote changes in operational capabilities,operational capabilities drive changes in corporate resource mix,and ultimately influence corporate marketing innovation..Therefore,this study suggests that publishers should innovate on the idea,product,price,place and promotion strategies of marketing.