Research On Marketing Strategy Of University Press

Taking "H" University press as the research object, this thesis aims to design the marketing strategy in the current circumstances to promote the operating performance. On the basis of the writing mentality in raising, analyzing and solving problems, the dissertation clarifies the background of the market and the pressure of competition in the first place,and then points out the contemporary urgency of this field.Moreover, expounds on the overall marketing environment of the publishing industry. Meanwhile, gives a positioning of the basic marketing environment by means of presenting the basic situation of the "H" University Press and explaining the advantages and the disadvantages of the available marketing strategy. Based on the marketing system theory, the thesis combine the "4P theory" with the "4C theory",which is oriented to "4C theory" and with "4P theory" as its means and methods. Considering current marketing environment and it’s own reality for H University Press, further focuses on the advantages of applying the marketing mix strategies, and points out its necessity and feasibility.