The Research On Risk Management Of Marketing In Publishing Industry

In the publishing market competition intensely today, in order to get more market share and realize the economic and social benefit of a win-win target, the publishing industry should choose appropriate books marketing strategy, which regards as maintain the competitive advantage, such important method is impregnable position during the keen competition. However, the publishing industry may obtain the profit through the development of books marketing, as same as the general commodity marketing, Due to uncertainty of the books market supply and demand or the diversity of the readers market, risk became an objective exists. Also in the process of book marketing, the growing market imperfections, the market order is not standard, the complexity of market conditions, the publishing industry management is in mess and so on, which factors will cause to the certain resistance for the marketing section of publishing industry. In addition, book marketing has more specialties, such as multi-section, multi-channel, the diversity of books carrier form, the diversity of the book marketing mode and so on, which make the risk of book marketing is greater specialization than common products.Although people have carried on the massive research work to various risk at present, they has not given the adequate attention to the risk management of books marketing. The research paper of the domestic and international publishing industry about the development of the book marketing risk is few. In the publishing industry, they know a little about book marketing risk, the lack of effective methods for the marketing risk identification;In the issue of the marketing risk avoidance research, most of scholars put forward some value suggestions that lack of theoretical depth.In reality, Due to the mistake of publishing marketing, it would cause unmarketable the stock of arrears. In addition the market competition is irregular, such as the phenomenon of piracy and infringement, imitation are becoming increasingly serious. With the reformation of publishing industry, especially, China's enter into WTO; China's enterprises begin to change the marketing conception, improve enterprise management, and establish risk consciousness. It maintains impregnable position in intensely market competition. Therefore, strengthening the counter measure research of risk guard, the development of book marketing of publishing industry is an urgent topic in the publish business management; it has extremely vital practical significance.This paper takes the marketing risk management elementary theory as the instruction, the union marketing theory and book marketing theory. For guidance from our current publishing industry's actual management situation, using of element analysis and swot analysis identified the current published may meet various kinds of risks in book marketing process. The control methods of book marketing risk has five aspects:risk avoidance,risks reduction,risks apportion,risks transfer,risk self-undertake, which analyze the control of book marketing risk, and try to put forward constructive suggestions for the prevention and control of the book marketing risk. Such as establishment of risk management mechanism and risk management system of enterprise culture, enhance the risk information management, strengthening enterprise information exchange,the importance of marketing dynamic market research and implementation of the market subdivides policy, marketing channels strategies, using the media to strengthen promotion or self-promotion, which methods can carry on the control of the book marketing risk.This article is composed by following four Parts:The first Part is the subject study background, mainly covers the development evolution and the current achievement of the marketing and publishing marketing,marketing risk and publishing marketing,marketing risk management and publishing marketing risk management. Given the current objectively risk of our publishing companies are marketing present problem, to establish the proposed study content and solve problems.The second Part, with the publishing marketing and the marketing risk management correlation theories knowledge, analyze and conclude the cause and specialty of the publishing marketing risk management, summarize each kind of risk which in the publishing marketing and give the classification.The third part, making use of the basic theory of enterprise risk management, and apply element analysis and swot analysis to the marketing risk identified. Risk avoidance,risks reduction,risks apportion,risks transfer,risk self-undertake, five of which analyze the control of book marketing risk.The fourth part, with the current operation situation of the publishing industry, It is put forward establishment of risk management mechanism and risk management system of enterprise culture, enhance the risk information management, strengthening enterprise information exchange,the importance of marketing dynamic market research and implementation of the market subdivides policy, marketing channels strategies, using the media to strengthen promotion or self-promotion, which methods can carry on the control of the book marketing risk.