A Study On The Marketing Of Higher Education Textbooks

China's higher education textbook publishing had gradually enlarged its scale with the continuous development of higher education since the reform and opening in 1978 .In 1999, universities and colleges began to increase their enrollments ,so the higher education textbook publishing made great progress. Compared with elementary and secondary education textbook publishing, higher education textbook publishing is less limited and for this reason, a great number of presses participated in this field and came up with a clear conception of marketing. As new technology developed and the publication market was opened after China joined WTO, however, the marketing of higher education textbooks is facing new problems and even new challenges. On this background, it is of great necessity to research the present status, new circumstances, process, strategies and trends of higher education textbook marketing.The dissertation is divided into five parts. The first part introduces present marketing situation of higher education textbooks in China as well as successful experiences abroad. The second part analyzes new marketing conditions in China that higher education textbooks are faced with, including new education policies, techniques and competition status. The third chapter discusses the marketing process of higher education textbooks, including their business-writing, channel choosing, promoting as well as planning and managing in the process. The fourth one expounds product strategies, price strategies, channel strategies and promotion strategies about the marketing of higher education textbooks after analyzing characteristics of higher education textbooks market. The last one mainly introduces two kinds of trends of higher education textbooks, that is multidimensionization and brand marketing.