Improvement Of Marketing Srtategy Of Digital Library

For the past decade, the Chinese government has implemented a policy of reforming traditional industries with high technology. Under the guidance of this policy, high-tech industry in China has been flourishing, making substantial contribution to the society and playing an increasingly important role in the national economy. However, development of the high-tech industry in China still lies far behind that in developed countries. Certain enterprises would again follow a traditional way of management despite of their inherent characteristics as high-tech sectors. They are still production-oriented without sufficient heed to market needs. Their products, therefore, tend to be less adaptable to changes of the market, which may lead to a drop of sales. At the meantime, some high-tech enterprises would simply imitate or passively follow the example of other enterprises of the same industry in face of competition, without a thorough analysis of their own conditions and the needs of their target market. What's more, these enterprises might not have formulated integrated marketing strategies as well.Researches have been conducted in the fields of high-tech marketing by international and domestic economic institutions and business circles. Most of them, however, are made from the macroeconomic perspective, seeing the industry as a whole. Only very few are concerned with the reality of enterprises, corporate sectors and their internal and external environment. Studies on small-and medium-sized high-tech enterprises are even more limited.Beijing S Digital Technology Co., Ltd. is a small high-tech enterprise whose products include hologram production system, Reader, Digital Library System and TESDI. Its target markets are college libraries, public libraries and information institutions, and its customers also include scientific research institutes, schools, medical systems, large enterprises and government agencies. The company's business has kept growing since 2001.On the whole the macroscopical environment which S digital company faces is favorable to company's development. Country and every local government have offered a series of preferential policy to new high-tech enterprise, small and medium-sized enterprises, the new and high technology trade has protected existence and development of the new high-tech enterprise too more than the high entry barrier. In addition, are extending in each field constantly with promotion and information technology of the global information-based process, the digital book industry of our country develops rapidly, the digital publishing idea is permeated through gradually, technology is improving constantly, the digital publishing shape is abundant day by day, audiences run up, industry's scale is expanding constantly, the development of the digital books industry is powerful.But a noteworthy one is, the digital book industry, as a new developing trade, have some weak links in its process of development too, it is to receive the reading habit to sum up, terminal quantity, consumer's quantity, copyright question, paying convenience, issue the channel, industry chain and combine the restriction of eight respect factors such as the quantity of the intensity, digital books. And the digital publishing is a vast and numerous system engineering, from technology to content, to the environment that is employed, all need further improving in and relevant standard, laws and regulations,etc. from the tools that uses. Follow the finding of the above-mentioned market and case study to company's marketing tactics, combine the strategic objective of C Company and current situation of the marketing, propose needing to do certain improvement and adjustment to the marketing ideas, marketing strategies inside C Company. S digital company can be through adopting the above-mentioned marketing tactics pointedly, improve the competitiveness of market, but the cost of these activities is extremely high, enterprises must be in the range that the engineering level allows, make the choice between market share and profit.Improvement and completion of S digital company's marketing tactics have certain reference function on the market administration of other new high-tech enterprises; its typicality has been enriched domestically to the positive research of enterprises of digital library. The author is limited by one's own theory knowledge, the analysis on company's marketing tactics may not be thorough enough, because the crossing exists in the digital library trade at the same time, the choice of the marketing tactics can also be developed to some extent on the basis of quantitative melting and model, this needs to deepen the field studied next. Supplementary relevant research can also be further launched in implementation of the digital library marketing strategy, controlling,etc.