Study On The Group Purchase Marketing Of Publications

The current publications retail market in China in a tough position, thepress is seeking to break out of the way. Guided by modern direct salesphilosophy for publications group purchase, as a new model of marketing isdifferent from the traditional sales channels for the publishing industrymarketing. It is pregnant with infinite market potential and is expected tobecome a new growth point of declining publishing industry in China. More andmore publishers have group-buying as a new sales channel to operate, andsome even take the initiative to be incorporated into the marketing category,there are plans to buy the type of books published for the party andgovernment organs, enterprises and other organizations to largecustomers.Therefore, with the trend of publishing extensive marketing fromthe past began to shift precise intensive, study on the group purchasemarketing of publications also needs to be deeply explored and studied.The publications group purchase marketing is not only strategy and tactics,but also the method and tools. This paper tries to summarize the operationmethod and the strategy which is suitable for the group purchase publicationsmarket, thus presents the book industry in our country a marketingmodel.What is more, the paper can put forward optimization advice for pressto launch group-buying products, so as to promote the benign development ofChina’s publishing industry.Select topics that are closely related with publishing theory and practice,take the research route of "observing problem, analyzing problem-raisingproblem, solving problem", conduct thematic discussion to the marketing of thegroup-buying types of publication. This thesis consists of six sections. InSection I, the research background, the selected topic significance, theoreticalbasis, research methods as well as the current domestic research status ofgroup-buying publishing products was outlined. According to differentiating,analyzing, and sorting several concepts related with thesis topics, section IIelaborates the connotation of group purchase, perform analysis to the statusand significance of group purchase marketing, thus define the research objectin this thesis. Section III studies the differences between publicationspublished via traditional approaches and group purchase publications in the aspects of marketing objects, marketing subjects, product type, marketingchannel, advertising and promotion, discuss the sale characteristics andadvantages of group purchase publications, to highlight the feature of precisein its operating pattern. Section IV focuses on the existing problems of grouppurchase marketing and points out its developing disadvantages. In section V,several suggestions are promoted to the formulating and implementation ofmarketing strategies of group purchase publications under the guidance ofprecise marketing theory. Section VI listed the main conclusions, innovationpoints and shortages of this thesis.