| Channel, as an indispensable external resource of an enterprise, not only influences marketing performance, but also concerns an enterprise's life-and-death. "How to build a channel? What kind of channel should we build?" This is a problem every publishing enterprise would confront.Since the reform and opening policy, with the reform of book management system of China and the increase of people's demand on culture, the book industry in China has greatly developed into a large-scale, potential industry system. With factors of policy revulsion, price increase of paper, cost increase of printing and rapid expansion of internet, the competition of market has become serious. Traditional enterprise has transformed or painstakingly shored up the perilous situation. The increasingly sharpen competition has become a kind of competence on publishing channel. Having advantageous channels means a survival in complicated book marketing. So selected enterprises through fierce competition must intensify reforms and innovations to meet the demand of market.This paper is to analyze problems in book marketing of Sichuan Entrance Examination Book Publishing Company. Channel management, channel control and channel service are the points. It would study and provide suggestions on book marketing.Contents are as follow:1.Brief introduction to the book industry of china, including the present situation of book marketing, brief introduction to the market of education assistant books, analysis on industry competition, etc.2.Brief introduction to Sichuan Entrance Examination Book Publishing Company. 3.Study on the marketing channel of Sichuan Entrance Examination Book Publishing Company, including analysis on present marketing channel, suggestions on improvement of channel management, channel control and channel service.Through the analysis, the integration suggestion of book marketing would be put forward to develop a proper program for the marketing channel of our company. |
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