Study On The Publication Marketing Strategy Of The Jieli Publishing House

Jieli Publishing House in Guangxi is the first local publishing house that reformed independently to become an enterprise. In 2007, Jieli Publishing House ranked the second in the publishing ability ranking list among all the children's publishing houses in China, only next to China Children's Publishing House. As a local press, Jieli's success is a breakthrough in the reforming process of publishing houses. Reform and innovation are the security that makes Jieli Publishing House Limited Corporation step constantly onto new level. After reforming, Jieli Publishing House stuck to the denotative developing road, created its unique enterprise culture and successfully realized the reforming breakthrough in three aspects, geography, manpower and mechanism. It also explored actively the inter-regional expanding road and formed "four bases", "three plates". Jieli Publishing House will realize modern enterprise transition and constantly walk onto the way of diversified management, inter-media, inter-regional and inter-industryAt present, China's publishing houses are in a further restructuring process. On how social and economic benefits could go hand in hand, it is worthwhile to study and learn from the success of reform of Jieli Publishing House. This paper mainly uses the method of case analysis to compare and make detailed description of the various reforming measures and applies Demassification Communication Theory to further study the positioning of Jieli's products and it's own reform and at the same time makes detailed statement about Jieli's sales and management strategy, combining the Diversification Management Theory in economics. The success of Jieli Publishing House not only has creative significance for the reform of cultural system of Guangxi, but also has positive significance for continuing to carry forward the excellent Chinese culture and guiding young children's growth direction.