The Marketing Research Of The Reference Book

After many years of scarcity of dictionary, the reference book publishing at near 20 years has presented the prosperous situation. Along with the approach of information society and with the advent of the times of study, The quota on the market of the reference book increased increasingly. The price of the reference book is high, the life cycle of it is long, the rate of contributing to the publishing house is higher, for this reason the reference book makes a point for the publishing house.The reference book is very difficult to be substituted and the income of it is stable,so the bookstores also value the reference book very much, some bookstores open up special area of the reference book. In a word, owning a popular reference book that has a very long time is a dream of some publishing houses.In comparison with the other type of book, the investigative treatise in marketing of the reference book, whether from the quantity, quality or influence etc. is still essential event which deserve to study stronglyAlong with entering the WTO of china in 12, 2001, some organizations of publishing such as the Oxford university publishing house, Simon & Schuster Inc, Larousse publishing house etc.have entered China distinctly, relying on their mature publishing, prints, marketing strategy of reference book, the organizations will result in the essential impact to the current domestic publishing market of reference book. Therefore, research of the present condition, problem, homologous marketing stratagem and strategy to the reference book will supervise and enlighten the local publishing house of the reference book.The dissertation includes five parts.IntroductionAt this part of dissertation, the author expounds the background, the meaning, research method and elaborates the thesis of the paper.Part I: new surrounding of the domestic and international marketing to the reference bookIn order to comprehend the reference book on the whole, it is indispensable to know its development of history of the reference book.Therefore in this part, the author proceed the review firstly to domestic and international development of the history of the reference book, At the same time the auther also analysis and discuss new surrounding environment that current reference book face.Part II: The present condition of the marketing to the reference bookThe current competition realm that reference book publish extends: in addition to English and Chinese language phrase reference book, the reference book of the small language grow up increasingly, professional reference book development become unbalanced; infrastructural construction and the ability of research and development suffer to value: the publishing houses set up the date bank and the terrace of editing of network, value the development of the intelligent property right of themselves; the diversification of the product with together the quality turns to proceed together: Along with social diversification and characters, a main trend of reference book in the future is subdivide with different reader with different types of reference book. In the mean time, some problem also exist in the book market of the reference book: such as there is no clear and definite marketing strategy of the reference book in some publishing house, these publishing houses regard the reference book as the product but is not a brand to exploit etc. with the analysis of the present condition of the reference book, There is beneficial to understand its development direction in the future more clearly to these publishing houses.Part III: The marketing stratagem of the reference bookThe main marketing stratagems of the domestic and international publishing houses are as follows: the ERP (enterprise resource planning) stratagem, the brand stratagem, the multi-media development stratagem etc. through with these stratagems, the publishing house of the reference book can establish the macroscopically competitive advantage and farsighted development stratagem, with the brand and multi-media developm...