Marketing Strategy Study Of Shanghai Yueyue Book Company Ltd.

Since the1980s, the private publication distribution industry in China has grasped theopportunity of deepening reform in the publication industry and achieved great success.According to the Press and Publishing Industry Analysis Report in2009, among the total160,000distribution outlets,5800are private wholesale outlets and104,269are privateretail outlets. However, behind the impressive market share of68.8%by the privatepublication industry, we have noticed that the private publication distribution industry isexperiencing unprecedented stress because of influences of the Internet-based economy onthe whole publication distribution industry.Shanghai Yueyue Book Company Ltd.(Yueyue Book in short) is a private publicationdistribution company, whose business has expanded from entity retail bookstores to webretail and whole sales. Yet after its first period of rapid growth, Yueyue Book is now facinggreat challenges from online and offline competitors. Under this fierce pressure, YueyueBook has to upgrade its marketing strategy to achieve maximization of enterprise valueand sustainable development.This paper conducts a comprehensive analysis on Yueyue Book’s present situation inthe context of the historic development of China’s private publication industry. Based onPorter’s five forces, Value Chain analysis, and SWOT analysis, it points out Yueyue Book’sbottleneck and predicament and presents a marketing strategy through the establishment ofa strategic partnership alliance. It also argues for the necessity and feasibility to implementsuch a strategy. This paper then discusses Yueyue Book’s target market orientation andprovides detailed implementing steps for its marketing strategy. The research results are ofpractical value and will be applied in Yueyue Book’s operation. They can also be used forreference by traditional retailers in their application of information technology toe-commerce operations for business development.