Research On Integrated Marketing Communication Strategy System For Publishing Industry Of China

The basic point of this study is to search a way for upgrading the core competition power and whole marketing standard of the Chinese publishing industry, which is also an urgent mission for the whole industry.The thesis firstly analyzes the situation of publishing industries in China and the west, modern theories of mass communication and principles of marketing are effectively applied and there is an investigation on the actuality of the industry at the beginning of the thesis. Then we have a research about reconstruct the system of publishing marketing strategy, on the basis of Integrated Marketing Communications theory. At last analysis on the development of a western publishing house is shown to demonstrate the foreground of reform of marketing strategy.There are four chapters in this chapter. There's introduction of the research in the exordium. The object, aim and value of the study is discussed in the first chapter, as well as the methods, process, theory and correlative research. In chapter II, the condition of marketing in Chinese and foreign publishing firms is described in detail. In the key chapter III, an IMC model is applied in analyzing the strategic marketing system of publishing firms and reconstructing a customer-oriented marketing system for publishing industry. The fourth chapter is a investigation report of a publishing house to demonstrate the fore ground of the reform of strategic marketing system.