Research On Marketing Strategy Of University Textbooks In China

With the deepening of reform of higher education, enrollment in institutions of higher learning has expanded each year, enrollment has also increased. Coupled with the implementation of the credit system, the majority of colleges and universities have set up a large number of elective courses, textbooks variety and quantity of demand significantly improved level of differentiation has become increasingly clear that these have brought unprecedented opportunities for our business college textbook publishing companies and challenge. How in the fierce market competition will emerge and proper marketing strategy plays a vital role.In this paper, literature research, theoretical guidance, case studies and interviews surveys and other methods, by analyzing actual cases of typical college textbook publishers marketing, combined with the status quo of China’s college textbook market in recent years, and the macroeconomic environment, the proposed construction of university textbooks existing problems. College Textbooks products such as exist in the building: teaching the same phenomenon seriously, the lack of content creation, low-level repetitive publishing, specialty products missing, teaching quality evaluation system is imperfect, the contents of applicability is not strong; the issue of supply management and pricing : lack of professional personnel, operations management backwardness, corruption despite repeated prohibitions, the high price of textbooks, etc; Problems sales channels: channel structure is not reasonable, discount chaos in the high rate of return, in the form of payment difficulties, customer management imperfect system; promotions problems: textbook exhibition mediocre results, the large cost on behalf of institutions and rebates and other materials have to order. Through a deep analysis of the causes of these problems, targeted to college textbook summarized in the use of marketing strategies, and give appropriate recommendations.At the same time, in order to adapt to the development of the Internet era, this paper presents a three-dimensional model of service marketing and introduction of the "Mu class" concept rise in recent years. The age of the Internet brought a new experience, will complement the previous CD-ROM used college textbooks and other marketing strategies too thin to provide digital services through the network, to create a new course learning model, and provide a strong marketing for College Textbooks stand by.Through analysis, we propose a college textbook publishing companies several key strategies in the marketing process. That is a clear product positioning, creating outstanding teaching, improve the quality of teaching materials, and create suitability of the product; the reasonable control of textbook prices, increase value-added product prices; planning multi-channel system, to improve the sales channel coverage; use a variety of services marketing improving teaching quality of service and connotation.