On Book Marketing Strategy From Viewpoint Of 4P Theory

In recent years, there has been an increasing conflict between the rapid development of our book industry and its unsatisfactory sales. It mainly lies in the fact that our publication industry, owing to its industrial particularity, has always been an institution in the system of planned economy and hence has no idea of marketing. However, the book industry has actually entered the marketing era. This paper attempts to not only find out the existing problem but also seek the solution to it by analysing the present situation of the book industry as well as the four elements of McCarthy's 4P theory, that is, product, price, place and promotion. The 4 elements, as an integrate unit, are closely related and inseparable. In this sense, marketing is a sort of conception that penetrates into every concrete factor. To be exact, product strategy is the foundation and key to promote the marketing strain, pricing and its strategy the most sensitive factor among them for the readers, just like a neural knife, channel strategy the most important, as the main battlefield of book marketing, and promotion strategy the most sharp sword of it.