A Study Of The Distribution Channel Of Learning Aids For Chinese Primary And Middle School Students

The Learning Aids market's transforming from the seller's to the buyer's make the publishers face the competition of channel directly, which has become the lifeline, no more the administrative passage, to learning aids. The sectional channel no longer agreeable to the pattern demanded by the free competition of new learning aids, then it will inevitably enter the national market spontaneously for competing.This paper will analyze the publishing house's and the distributing company's, in China, current situation about sale, and characteristic of marketing of the books for the middle and primary schools of our country. Secondly, on the basis of analysis of forepart, the author will give the useable marketing strategy and tactics which is suit to the market of books for the middle and primary schools of our country, and offer some choices and advices about marketing for the publishing house and the distributing company in China.Based on marketing ideology and case analysis, we have some novel ideas in the development and innovation of distribution channel.