Research On The Marketing Strategy Of Books Under The E - Commerce

In recent years, book market has been developing rapidly in China, and the spiritual pursuit of people has been increasing gradually, which is largely thanks to the Book Marketing. With the increasing of market players, market competition is being intensified gradually and the marketing competition is becoming the main aspects of the companies competitive. With the face of fierce competition, books enterprise must pay more attention to book marketing activities and adjust marketing strategies actively,thus enhance competitiveness. Xinhua Publishing Group Book Building of Inner Mongolia which was known as Xinhua Bookstore of Inner Mongolia formerly, are also facing various threats and challenges in the age of electronic commerce. This article thought that Xinhua Publishing Group Book Building of Inner Mongolia as the object of study, based on the theory of Book Marketing, Relationship Marketing and Marketing, studies systematically the book marketing strategy in the era of e-commerce.First, article analyzes the marketing environment of book marketing mark from both external and internal aspects; followed by analyzes the marketing situation and existing problems of marketing strategy of the Xinhua Publishing Group Book Building of Inner Mongolia departing from the generalizations of Xinhua Publishing Group Book Building of Inner Mongolia, and points out that the existing problems are mainly business philosophy behind and the relatively low degree of market, single channel marketing, pricing inflexible, lacking of promotional strategies and advocacy efforts and qualified personnel behind; second, analyzes the company’s marketing environment from strengths, weaknesses, opportunities and threats through SWOT analysis, and draw SWOT matrix and alternative measures; finally, on the basis of the above, proposed the Book Marketing Strategies of Xinhua Publishing Group Book Building of Inner Mongolia under the e-commerce. Through the study in order to provide operability useful suggestions for the stable development and further enhancing the level of business of the company and the whole book industry.