| China National Publishing Industry Trading Corporation, established in the planned economy era, is short of competitive consciousness and customer-oriented managing idea owing to the long-time policy shelter for its book export transactions, so its management achievement is not satisfactory now. Aiming at the actual environment of book export transactions and the company status, this article, in the view of marketing, undertakes to make deep analysis, on the basis of which it tries to find proper solutions to promote the book export business of the company. Firstly, the article analyzes the trade characteristics & competitive environment of the book export business, believing that:· Book export business still has space for development although its growing potential is limited.·Original enterprises possess advantages with its highly faithful customers and operation experiences although the competition is severe at present and will be more severe in the future.·The whole trade has a certain profit room because the supply price is still higher than the stock cost, although its profit is mainly affected by both the low-price competitive strategy of newcomers and the limitation of the trade growth. In addition, it can enjoy the preferential policy of export drawbacks.·Mainly affected by the limitation of market potential and increase of competitor numbers, the trade is of relatively high risks.·Successful factors of the trade are mainly inclusive of publication information, book supply and customer service. Secondly, the article analyzes and comments on the company resources and the status quo of its book export transactions, believing that the book export transactions of the company presently operate unsatisfactorily, mainly shown in that: ·The company is always the second biggest occupier of market shares in book export transactions, never making breakthrough of its maintained market shares (25% or so) for 20 years, or narrowing the disparity between it and the top market share occupier-Chinese International Book Trading Corporation (who occupies about 40%of market shares)(hereinafter referred to as CIBTC).·The profit margin of its book export transactions has been continuously declining in recent years.·The growth rate of its book export sale is basically the same as or slightly lower than that of the entire book export market.Through SWOT analysis of the book export transactions and analysis of the company's competitive status, the article considers that our book export business competitive power is obviously weaker than that of CIBTC between which there are certain disparity in terms of both individual index and synthetic index. Especially in the three aspects of publication information, book supply ability & customer service ability, and in the aspect of the book export business status in the company strategy, there are obvious disparities. Thirdly, the article study the segmentation, targeting of the overseas Chinese book market and presents suggestions on the selection of competitive marketing strategies. In the light of the characteristics of the overseas Chinese book market, it can be segmented according to the geographic areas and consumer behaviors. According to the areas, it can be segmented to Japanese market, southeastern Asian market, South Korean market, THM (Taiwan-Hong Kong-Macao) market, North American and Oceania market, European market, Russian and East European market and markets in other countries. According to the consumer behaviors, it can be segmented to library & institution market, Japanese & South Korean wholesale & retail market, wholesale & retail markets in other areas, and individual readers. While deciding the target markets, our company, as a large-scale state-owned book trade enterprise, should consider to occupy as many shares of overseas Chinese book market as possible and make more commitment to the identified segment markets of rich and generous profits with the limitation of resources, so we can select the combinat...
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