The Research Of The Marketing Strategies In Improving Our Country's Book-Publishing Enterprises' Competitiveness

From American colleges offered Marketing course, Marketing has gone about one century time. In the development of nearly one century, Marketing is continuous riching, and the content of the theory is also more and more perfecting. Not only many big enterprises use the Marketing to solve many problems during their production management, promoting the enterprise's competitiveness, but also the institutions, government agencies, the administrations are all using Marketing theory to guide their decision-making. Our book publication enterprises are not exception using Marketing in their theories and practices, promoting the enterprise's competitiveness.This paper firstly introduces the research's background and the research's significance, and then, describing the related theory about the book marketing and the competitiveness of enterprises in detail, and specific analyzing the relationship between them. In the third chapter, it specific researching the development situation and problems in our book publication enterprise marketing and the competitiveness.The fourth chapter in this paper, respectively describing the marketing strategy of improving our book publishing enterprises' core competitiveness from the book-product, book pricing, the distribution and promotion of books in detail. The last chapter concrete analysis the marketing strategy of the "the king of the single" series books, to be a reference for our publishing enterprises to formulate correct marketing strategies and for promoting our book publication enterprises'core competitiveness.