The Research On The Reformation Of The Marketing In The Publishing Industry In The Epoch Of Belief-centered Consumption

Along with the perfection of the mechanism of socialist market economy, the epoch that the product are everything has come to an end .The knowledge of the consumers about the products is more important than products themselves. The consumer's conception about purchasing products is becoming more and more subjected to their beliefs. This trend embodys the arrival of the belief-oriented consumption.The era of the belief-oriented consumption is one in wich the customers are satisfied; meanwhile is the era of the enterprise reforming its marketing. To the publishing industry of china,the improvement of the potent of the competition aiming at altering the concettion of the consumers is the inevitable choice.This present paper intends to integrate the four elements: product, price, channel, marketing-promotion with the four elements of the 4c of lao te peng :the amercian scholar,the customer, cost, convenience, communication by following the four organized elements:product and customers, price and cost, channel and convenience following, marketing-promotion and communication as the entry point,to find out the problems and seek the solutions to solve them. Concretely speaking,the integration of products with customers is that the production and marketing of the products shoud be the readers for their fixed aims. The integration of price with cost is to implement the tactics oriented torward the cost of satisfying the needs of the readers. The integration of channel with convenience demands directing their attemt at the improvement of the convenience for the readers purchasing products. The integration of marketing-promotion with the communication is to carry out the tactics of strengthing the two-way communication between the publishing merchants and readers. Taking the theory of 4C as starting point and using the 4P to take action is the main thread running through the whole paper. Proceeding from the demands of readers to fulfill the demands of them is the key element to implement the tactics of book-marketing.