Research Of PT Press's Channel Marketing Strategy On Computer Books

Firstly, this thesis gives a description about the change of macro-environmentencountered by the publishing industry as follows: a) the distribution field being fullyopened to the foreign investor;b) the developing of culture industry and the comingof non-state-owned capital. Secondly, there is a brief introduction on the currentsituation of national book retail sales market and book marketing. Based on plenty ofmarket data, the computer book products are segmented into several categories. Then,there is a thorough analysis about the marketing environment for PT Press and itscompetitors and their respective performance as well.Then this thesis focuses on the current status of PT Press's channel marketingstrategy on computer books, which describes the conflict of distribution channel, itsreasons and how to deal with. Some problems encountered by PT Press are alsocovered in the thesis. With regards to those problems, the thesis states the point ofreorganizing the distribution channel, such as the direction towards the flat structure.Considering the importance of library marketing and the best benefits it may bring tothe publisher, PT Press should put adequate emphasis on the channel marketing of thisspecial market. Then, there is a discussion about the opportunities and challengesarisen from the development of Internet for computer book marketing, such as thediversification of marketing channel under Internet environment, the effect ofdiscount war from web bookstores on the publishers and the combination oftraditional channel with the network.At the end of this thesis, it gives a forecast and prospect towards the future of thepublishing industry. Moreover, this thesis proposes some solutions as follows: a) todevelop direct marketing with great efforts;b) to introduce the CRM system so as toimprove quality of service;c) to strengthen the terminal control of sales;d) toemphasize the reorganization for the whole marketing system.