A Study Of The Brand Marketing Of Learning Aids For Primary And Middle School Students

The industry of Chinese publishing is stepping into the new age which is from selling books to selling brand . As the Chinese speciality publication, Learning Aids for primary and middle school students is gradually becoming a professional and market-oriented. Instead of the production, the focus of the competition is shifting to brand now. Brand is the key factor to influence the customer behavior and the market share. However, with the rising aware of the competition, most of the Chinese publishing house lacks the brand sense. They do not pay attention to the problem of the Learning Aids's brand. Meanwhile, the existing Learning Aids has many problem,such as illegibility position and lacks of the origin text and high quality content, plus the simple marketing method and serious piracy.All those forced us to reform the competition focus,that is improving the core competitiveness and whole level.The research of the Learning Aids's brand marketing is definitely important for the healthy development of the Chinese publishing industry.This paper is based on the existing condition of the Chinese Learning Aids, with the theory of mass communication, marketing and economics plus the huge data colleted by the author, analysis the Learning Aids's today and future, point out the problem and give the solution which is focus on the brand strategy. Besides the analyzing the definition and the value of the Learning Aids's brand, this paper also makes out a brand marketing pattern for the Learning Aids, with the help of the pattern, the paper concludes the differentiated marketing is the guarantee of the rapid development of the Learning Aids.The paper has four chapters. The first chapter is the purpose, objective and the method of the research ; The second chapter analyses the advantage of the Learning Aids and its existing problem; The third chapter mainly discusses the definition, value and marketing pattern of the Learning Aids; And the Fourth part analyses the differentiated production, differentiated channel and differentiated marketing. Within above analysis we reached the conclusion that is only relied on the brand strategy, the Learning Aids can develop rapidly and healthily.