Study On The Improvement Of Publication Marketing Strategy Of H Children’s Press

In the digital age,there are more kinds of children’s publishing market,including not only traditional thesis publications,but also rich network digital publications.Many children’s generations are the Internet generation,and modern digital technology is permeated in their study and life.Therefore,the impact of digitization has also brought a severe test to h children’s publishing house,which needs to pay attention to the marketing strategy of children’s books Only by establishing a brand image can h children’s publishing house develop into a high-quality brand publishing house with great influence in China’s children’s book industry.This thesis adopts the methods of literature research,case analysis and comparative analysis.Through the study of literature resources,this thesis grasps the STP theory and 7ps theory in the marketing of children’s publishing house,deeply analyzes the current situation and existing problems of the marketing strategy of H children’s publishing house,analyzes the marketing macro environment of children’s Publishing Enterprises Based on pest method,and analyzes the marketing micro environment by using Porter’s five forces model,So as to formulate a marketing strategy suitable for H children’s publishing house.The research conclusions of this thesis are as follows: first,the breadth and depth of digital book products of H children’s publishing enterprise are very scarce.Many publications are still concentrated in thesis versions.There are few varieties of digital books,few prints,limited product line extension,serious homogenization of digital books and short life cycle.H children’s publishing enterprise still needs to continue to explore digital publishing,Digital publishing has not formed a model.H.children’s publishing enterprises have a single pricing model,seriously rely on the traditional thesis book pricing model,and publishing enterprises lack the right to speak on pricing.H children’s publishing enterprises lack overall book marketing planning,and the promotion method is single and inflexible.Secondly,it analyzes the political,economic,social and technical environment faced by children’s publishing enterprises in the digital era,analyzes the situation of competitors,buyers,potential entrants,suppliers and substitutes,and formulates marketing strategies from seven aspects: relying on high-quality publishing,building suit brands,following the growth law and building graded reading;Study the price strategy to realize the flexibility of online pricing;Build online and offline integrated marketing channels based on Internet marketing mode;Using social networking to innovate sales promotion mode,tiktok live short video promotion is strengthened.Improve the construction of talent team and strengthen the ability of compound marketing team;Based on the theory of precision marketing,strengthen the level of consumer relationship management and locate customer needs;Change the product form,based on integrated development,increase the content of products and services,pay attention to experiential marketing,expand the service mode and create a resource platform.