Research On Marketing Management Of Book Chain Publishing Base On E-Supply Chain

The rapid development of information technology, the fierce competition of market economy, and the innovation of the concept of management are challenging the traditional book publishing industry. The traditional marketing means has been difficult for meeting growing culture needs of readers and competition among enterprises. How to establish an enterprise e-supply chain in network environment? Using this new marketing channels, achieving the marketing management innovation and integrating customers and cooperative enterprises, all those challenge the enterprise and are the chief content of the paper. The result of this paper can give some theoretical guidance and practical value to state-owned book publishing enterprise which is developing the new strategies.This paper summarizes the research and application station of book publishing enterprise, expounds the chain operations and marketing management theory, and then finds out the problems when makes the book publishing information and the thinking methods to solve them. This paper apply e-commerce management thought, introduce e-supply chain to book publishing, make the marketing management electronic, informational, and networking. Based on the existing state-owned enterprises book publishing research, and the entire book publishing business marketing management process analyses, this paper gives a set of marketing management solutions. Through planning the marketing management function, marketing strategy and marketing communications platform, book publishing enterprise achieves the electronic, informational, and networking marketing management.In empirical studies, after researching and analysing the process of marketing management in Anhui Xinhua book publishing group, this paper according to enterprise' characteristics, develops a project of suitable for the requirement of enterprise marketing management. In this project, it establishes an marketing management platform in e-supply chain, and integrates the mode of operation of enterprises, publishing business, technical support, and organizational guarantee to the workflow and system function of the platform. Through those, the enterprise can meet the new marketing management needs in the new station, gain the competitive advantage, and laid a solid theoretical foundation.