Marketing Channel Design And Management Research Of Book Products In Chinese University Press Based On Multi-channel

With the constant reform completion of public institution into enterprises, the Chinese University Presses have got unprecedented opportunity for development as well as facing huge impact and challenges. In front of opportunities and challenges, Chinese University Presses have selected multi-channel marketing model. However, with the wide application and practice of multi channels, how to design and manage suitable marketing channels for the presses’development, it is what our University Presses have to study and solve right now.The topic of this paper comes from the project practice of LD press, through which we have found that our publishing marketing channel is still relatively confused and lack of systematic design; while in the managing process of marketing channel there still exists large of blank, and the series of issues will constrain and affect the further development of Chinese University Presses.Firstly, on the basis of reviewing multi-channel, marketing channels and marketing channels of book products in Chinese University Press, this paper has analyzed the challenges of book products’marketing channels in Chinese University Press under the background of multi-channel, and further discussed the affecting factors of book products’marketing channels. Then, designed marketing channel of book products in Chinese University Press under the background of multi-channel, including the design objectives of marketing channel, the design of marketing channel system, online marketing channel subsystem, offline marketing channel subsystem, and O2O integrated channel subsystem. Then, in order to strengthen the operability of the system, put forward the marketing channel management of book products in Chinese University Press from the view of marketing channel’s elements, including marketing channel’s members, marketing channel’s price, marketing channel’s terminal, marketing channel’s promotion and marketing channel’s information management. Finally, verified the marketing channel design and management of book products in Chinese University Press with the application of LD Press cases by case study method.Through this research, this paper aims to provide a certain guidance and reference to the actual operation of book products’ marketing channel design and management in Chinese University Press.