The Studies On The Marketing Of Foreign Language Education Books Of Jilin Publishing Gruop

In recent years, with the development of market-oriented economy and the system reform of China's books publishing, the publishing industry has become increasingly enhanced, especially English books publishing. It has achieved remarkable achievements with both variety and amount of publications. With China's publishing industry's emerging into the global tide, the development prospect for English books also gets broadened gradually. However, after several years of development, Foreign Language Education Books of Jilin Publishing Group is faced with some evident bottlenecks and issues, especially in marketing strategy aspect, as the traditional marketing mode can no longer meet the requirements of enterprise development. Therefore, how to apply the right marketing strategy to promote publishing enterprises that obtains stable market standing and significant development appear to be particularly important. This essay intends to combine marketing concept with book marketing and proposes some measures to improve them according to modern marketing theory, designed to help the company increase its core competitiveness. As a result, the study of this thesis has important theoretical and practical significance.This paper has in-depth study on these issues in four parts as following:The first parts consists of two aspects. Firstly, this essay summarizes the current condition and development trend of China's publishing industry. Secondly, it briefly describes the general condition of Foreign Language Education Books. At present, China's publishing industry has two main performances: excessive growth in book varieties and quick saturation of market demands, and absence of market mechanism in book market and crash from internet publishing on traditional publishing industry. The development trend of China's book market presents three main characteristics: demassification of consumption subjects, networking of sales channel, and comprehensiveness of business model. The main object of this essay, Foreign Language Education Books of Jilin Publishing Group is a famous English publishing company in Jilin province. Foreign Language Education Books has been devoted to develop English Language Teaching books and is growing rapidly in this field. How to occupy more market shares, and to expand current market are the key for further development in this fast growing book publishing industry. This is also the starting point of this essay.The second part mainly analyzes the internal and external environments of Foreign Language Education Books. This essay adopts SWOT analysis method to analyze the company's strengths, weaknesses and the opportunities and treats it is faced with. This has crucial significance in establishing the company's future marketing strategy. Viewing from its strengths, Foreign Language Education Books has been keeping long-term cooperation with many well-known international presses. It has also established specific sales channels and a professional editorial team. Viewing from its weaknesses, the present publishing market competition is increasingly intense, however, the company has not yet formed a clear development strategy and its marketing strength is very weak. In terms of Foreign Language Education Books'opportunities, with the economic development of the society, the rapid expansion of consumer demand in English, while highlighting the demand on professional English books. Meanwhile, the company is faced with new challenges from foreign-invested publishers and distributors, the rise of e-books and the increase of printed books cost.The third part is the main body of this essay. It mainly analyzes problems of Foreign Language Education Books'existing marketing strategies from two parts. The first part analyzes the company's product strategy, price strategy, channel strategy and promotion strategy according to 4Ps theory. The second part mainly describes the existing problems in Foreign Language Education Books'current marketing strategies. The main problems are: topic selection assimilation and lack of innovation and unstable brand foundation, the pricing strategy of Foreign Language Education Books lacks flexibility and variety. Therefore, it cannot reflect internal value of books. In terms of sales channel, there are mainly two issues: main channel's marketing strength is decreasing and ineffectiveness of network sales channel. For promotion, the main problems are singleness of promotion methods, inadequate promotion expense and after-sales service weakness, etc.The fourth part proposes some improvement measures according to the company's shortages in existing marketing strategies. In view of product strategy, firstly, the company should strengthen the awareness of promotion, secondly, it should conduct market segmentation, innovate and optimize book topics, and thirdly, it should enhance its brand value. In terms of price strategy, the company can flexibly apply psychological pricing strategy, discount pricing strategy, captive-product pricing and series pricing, etc according to book market and competition. For channel strategy, Foreign Language Education Books should improve and strengthen present promotion strategy according to its own development. In view of promotion strategy, the company should moderately increase publicity expenses, strengthen promotion methods and enhance brand image, and improve marketing team construction.