Study On The Marketing Strategy Of University Textbooks Of E Publishing House

In 2021,the total size of higher education in China was 44.3 million;Meanwhile,there are more than 43,000 new textbooks in colleges and universities during the 13 th Five-Year Plan period,so there is great rigidity in the market of textbooks for colleges and universities.In the era of "Internet +",major publishing houses comply with the development trend of the Internet,and college textbooks have undergone great changes in terms of products,marketing services,channels,publicity and promotion.For example,People’s Medical Publishing House actively promotes the digital transformation of medical textbooks.Foreign Language Teaching and Research Press builds a community platform for foreign language teaching in colleges and universities to increase user engagement.Peking University Press carried out the strategic transformation of textbook marketing channel and promoted the integrated marketing of books.Tsinghua University Press has built a digital publishing marketing service website,collected and established a huge number of users(teachers and students)data.As a small and medium-sized university press,in the era of "Internet +",E Press is not only faced with harsh external competition,but also has many internal problems.In terms of products,it has a wide range of products,but is not refined,specialized and miscellaneous,and does not focus,and its digital products are relatively single.In terms of price,the price of single book is comparable to the market level,but the sales volume of single book is not high and the profit is small.In terms of channels,although there is a certain accumulation of marketing channels such as offline bookstores,library matching clubs,and college ordering,the online channel is single,only the wechat public number mini program.In terms of promotion,the only long-term publicity platform is the wechat public number,but the promotion effect is not obvious.On the basis of studying the marketing strategy optimization of college textbooks,this paper takes college textbooks of E Press as the research object,and uses literature research method,questionnaire survey method,interview method,and summary method.Starting from the marketing status quo,this paper first analyzes its marketing environment and current situation with PEST analysis method,Michael Porter’s Five Forces Model,and 4P theory.Then,with the help of questionnaire survey and interview survey,the existing marketing problems were analyzed.Finally,the relevant theories such as 4P were used to put forward practical solutions combined with the results of questionnaire survey and interview survey,and the following conclusions were drawn: In terms of products,based on the teaching materials planned by the university and in the form of "books + resources" and "books + platform",the teacher resources of the parent university are integrated,and the teacher resources of other related institutions are combined to establish a(network)teaching resource sharing platform that meets the needs of "new form" teaching materials.In terms of price,paid services are provided to balance the cost of books and gain a certain profit.In terms of channels,we should not only strengthen the maintenance of existing channels,but also expand online distribution channels.In terms of promotion,we should first strengthen the construction of internal promotion links,and then use the faculty resources and student resources of the parent university to strengthen publicity,and finally use online means to carry out strong promotion.On the whole,this paper takes E Press as the research object and tries to optimize the marketing strategy of college textbooks suitable for the integrated development background of the publishing house through scientific analysis,which has certain reference significance for other similar publishing houses.