| Learning Aids for primary and middle school students, as a Chinese characteristic publication , have been made for marketing day and day. This thesis analyses the reason from a perspective of publisher in three aspects: the policy, the channel and the brand. By analysesing the reason of its emerging, the trend of its evolving, the idea of its developing and the condition of its expanding, this thesis try to give some valuable suggestions.Educational policies provide learning aids the soil of budding, and at the same time direct its development essentially. Quality education opened a new age of "learning-aiding" of learning aids , so the new learning aids should be in favor of helping teacher, student, textbook, and educational environment acting each other rather than focusing on textbooks. As long as the pressure of entrance-examination does exist, the conventional learning aids would inevitably be a subordinate of textbooks and couldn't bear too much burden. From a perspective of planning, persevering the elements for entrance-examination and at the same time absorbing the idea of the new course standard may be a better choice.The Learning Aids market's transforming from the seller's to the buyer's, have the publishers face the competition of channel directly, which has become the lifeline, no more the administrative passage, to learning aids. The sectional channel no longer agreeable to the pattern demanded by the free competition of new learning aids, then SHL would inevitably enter the national market spontaneously for competing. So retail channel will finally be the major channel and replace dictate channel.The excessive competition of brands will accelerate the market to a "brand-age". Famous brand will definitely be a favorite of learning aids market, and an important means of making profit by publishers. The enchantment of famous brand lies in three aspects: the idea-innovating, the content-innovating and the form- innovating.
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