Direct Marketing In China Agricultural University Press

With the continuous development of the market economy, the market becomes more and more competitive in publishing industry. The important role of books selling in industry developing makes the research of books selling mode more regarded in the field of both theory and business. In this paper, based on the working practice, the author do an emphasizing research of the marketing mode used in China Agricultural University Press(CAUP) through comparing analysis of the selling modes and SWOT method about the condition ,measure and impression of using the direct marketing in CAPU.After comparing international and China selling mode, it was concluded that the main force of distributing still relied on wide net called "main channel". At present, information blockage and material-flow obstruction are the two key problems in Chinese book distributing industry, so the diversity of international selling mode is well worthy of being as a reference for China.Firstly, after analyzing many kinds of advantages of direct-marketing mode and the characteristics of CAUP itself, it is thought there existed great possibility of using mode in CAUP. Secondly, after analyzing and correctly locating for the book reading objects(the agricultural technical books is main to face the agricultural technician ,while the agricultural textbooks to students of agricultural colleges)a design was made for the books direct marketing of CAUP. Series books should be chosen so that more readers can be appealed to buy. Thirdly, the sending system and procedure were researched ,also included in list price and medium choice. The database imperative in direct marketing was introduced. Lastly, cost efficiency of books in CAUP was analyzed, and the conclusion was got according to the method and strategy.