Marketing Plan For Postgraduate Entrance Examination Books In BIT Press

The fierce competition of the postgraduate entrance exam stimulates and promotes training class for the exam become industrialization.The mature operation and industrialization of the training class shows that people have come to accept the higher education as an investment.The transition of the idea and the flourish of exam economy,have laid a foundation for the postgraduate entrance examination publications to become industrialization.Because of the lag of the starting of postgraduate entrance exam books and due to the bondage of traditional education publishing marketing,there are still many problems and shortcomings in BIT Press' s postgraduate entrance examination books marketing.First,in terms of marketing theory,it has not formed a system of marketing concept.From product development,pricing,to channel development,management,overall is in a disordered state,without unified guiding ideology.Second,in terms of resource competition,due to a late start,there is a natural disadvantage on the dominant teacher resources,and some monopoly advantage of teacher resource in the discipline has been split up.Third,in terms of brand building,because of the lack of teacher resources,it will take a long time and cost enormous capital and energy for brand building on existing channel.All these have put forward the urgent request for the theoretical research of BIT Press' s postgraduate entrance examination books marketing.This dissertation will firstly research on the current status of the publishing industry,the market background of postgraduate entrance exam books such as the market conditions,development trend and prospect,and then points out the research purpose and significance of the research.On this basis,combined with the research and significant achievements of the market and marketing experts in market segments,the field of marketing channels and other aspects,this dissertation will explain the market situation of channel,environment,brand,resources of postgraduate entrance exam books in detail.And combined with integrating marketing strategy and the publishing and distribution of the books together,this dissertation tries to research and summarize the marketing theory,combined with the actual situation of the current BIT postgraduate entrance examination books,and then to find a suitable marketing road for BIT Press' s postgraduate entrance examination book.