The Construction Of Marketing System Of University Press During The Transformation Period

After the Chinese entrance into WTO, the distribution and circulation of books are increasingly open to the world. As a result, the competition from abroad becomes more and more serious; With the further nationwide reform of cultural system, Chinese press industry is under the transformation period, which begins to change its nature from enterprise management into the categorized model of public welfare-oriented and profitable press industry, thus enforcing the industrial function of the most publishing houses; The "enterprise transformation and system reform" has been formally put on the stage and carried out.... All the above indicates that publishing houses gradually come into the center of the book market and market has been the air and water of their survival and development. Therefore, in order to ensure their sustained survival and development, publishing house should try to meet the needs of the market in the aspect of the construction of the marketing system. So, the construction of a new marketing system is of great significance for university press. The study of this project is both realistic and academically worthwhile.Under the historic background of press industry transformation, on the basis of primary book theories and marketing principles, and with the example of Chongqing University Press , this article is closely centered on the key topic of the construction of textbook marketing system of university press. It applies the logical deduction of "Question raising-- Question analyzing-- Question solving" to the clarification that the construction of textbook marketing system of university press is a systematic project, which involves multi-layer and multi-angle building-up, but not only is limited in conventional marketing strategies (for example, 4Ps ).After all-round demonstration, it sets forth the framework of university press textbook marketing system, and it shares the author's front-line strategies as to how to perform and improve the every section of the system. It especially analyzes and discourses on marketing management system and puts forward new management structure and performance mechanism.First of all, this article demonstrates the background, and the purpose, the method of and the content of analysis. Secondly it defines some relevant concepts (including publication, press industry, market, marketing and its system, the transformation of press industry, etc.). Then it gives a detailed study of the current state of textbook marketing system and with the example of Chongqing University Press, it puts on a great emphasis on the construction of new-style textbook marketing system such as textbook marketing environment, marketing concept, marketing strategy (including product strategy, distribution strategy, price strategy, promotion strategy), international marketing, net marketing, marketing team construction. At last it ends up with a brief sum-up and expectations.Owing to the thorough illustration and systematic analysis, this article is of realistic value to the application of modern marketing theories to its practice and to the establishment and perfecting press textbook marketing system. Moreover, aimed at the construction of press marketing managerial system, it puts forward the proposal of establishing new managerial and functional system, which is very creative and of beneficial reference.