The Marketing Strategy Research Of The JM's Publication Products

Being publishing industry system was reformed, as the publishing house takes full responsibility for its own profits and losses under the national macroeconomic regulation, makes its main business, strengthen company competitive advantage, level and achievements of marketing have been the determinant factor for Jilin Fine Arts Press. It will carry on the overall research and design the books marketing strategy.1. CHARACTERISTICS AND FUTURE OF JM'S PUBLICATION PRODUCTSCompares with other products, the publication product has the following characteristic: As a kind of information agent, publication transmits information aperiodically; publication is the affective object; publication is spirit culture product with social and oriented attribute; publication has attributes in both private and public.Jilin Fine Arts Press was founded in November 1984. According to Its publication products'model consists of three major product styles, professional fine arts books, children's fine arts books, the fine arts books in a fashion life style. Has its characteristic respectively in the market demand and the marketing strategy.JM's publication products look out on market vehement competition today. Compared with the similar district publishing houses', the market rank and market share of Jilin Fine Arts Press had occupied on top provisionally in 2006. However, it had little disparity among the first runner-up and the second, had no obvious predominance. Children's fine arts books and professional fine arts books are the master products of JM's publication. It was a crisis that the champion status belonged to JM's children's fine arts books was challenged; the market rank professional fine arts books was fell off over the twentieth. It was a dog-eat-dog position for JM's publication products. From the longitudinal comparison, the change of marketing mode by JilinFine Arts Press enhanced its own market competitive ability. That will increase its sales sum and market share.2. STATUS IN QUO OF MARKETING MODE OF JILIN FINE ARTS PRESSMain parts of JM's publication products and their market establishment: present marketing strategy of JM's publication products will accord to the following rules. The professional fine art books as marketing main products line in order to give prominence to press's brand; children's fine art books is marketing vice line for the sake of business profit; focuses on fine arts books in a fashion life style to develop new varieties of this book market for the reason that its sales sun and profits level growth potential, are developing, it is the key for the success of the business mode of Jilin Fine Arts Press.The distribution channel modes of JM's Publication products: The professional fine art books enter main channel, only in Xinhua Bookstore system and fine arts books exclusive shop; children's fine art books enter both main and vice channel, more in vice channel; as the new variety, marketing mode of fine arts books in a fashion life style is still in quest and nonce use in both main and vice channel.That is meant to solve the problems of Jinlin Fine Arts Press's marketing mode are appeared infra: the single distribution channels, or issue management quality sound and communication not on time.3. JM'S PUBLICATION PRODUCTS GOAL MARKET CHOICE AND ESTABLISHMENTBreakdown in the market, the professional fine art books'customers are professional painter and fine arts amateur who lives in Beijing, Shanghai, Guangzhou and such big city or Changchun, Zhengzhou and the others medium city; children's fine art books'customers are children and their parents; fine arts books in a fashion life style's customers cover all, but the mainly distribution areas were Beijing, Shanghai and the others big city, mostly customers'age from 20-40.JM's Publication products goal market choice and cover strategy establish in infra. the professional fine art books intensive use of a single market model; children fine art books selective use of products for specialized mode; Fine arts books in a fashion life style take all, the new, unique line of models to cover the market.4. MARKETING STRATEGY OF JM'S PUBLICATION PRODUCTS Publishing project plan and orientation: information gathering, emphasizing book design, frequent communication among editors, production staff and publication sales staff, understand for market information.The distribution channel strategies: professional fine arts books distribution will be mainly to the selective distribution; both children fine arts publication and fine arts books in a fashion life style distribution will turn towards the dense distribution.Publication promotion and publication model strategies: classic brands products drive the sales of others follow-up books; promotion equipment, limited edition or collection edition are sold or presented as the excitant; celebrities are invited in locale for promotion.5. IMPLEMENTATION OF THE MARKETING STRATEGY OF JM'S PUBLICATION PRODUCTSIn this aspect, must complete three aspects prominently the work:Market information communication and publishing project plan must be diffused to the readers as quickly as possible. It is the key to occupy the market. At the same time the market information must be feed back to the publishers in order to the next step.The selection and incentives made relevant regulations to the distribution staffs according to their different performance includes praise, commission, welfare and promotion.New variety in market development includes book brand development, brand positioning, marketing programming, product development marketing channels, distribution networks and the H.R. management, integrated information system management.