| Along with the reform of China’s cultural system and the transformation into enterprise of presses, the external environment of China’s publishing market is undergoing profound changes. Economic prosperity has brought in cultural prosperity, and cultural products have been greatly enriched, the publishing market changed from seller’s market into buyer’s market, and the competition among presses has been more and more intense. If a press wants to keep foothold in the fierce market competition, it must pay attention to marketing, use scientific marketing concept, make full use of advantage resources of the press and adopt appropriate marketing strategies to obtain development in market competition.This paper takes Beijing University of Posts and Telecommunications Press(hereinafter referred to as BUPT Press) as the study objective, according to the marketing theory, to explore the the appropriate marketing strategy for its development. First of all, conduct the analysis on the marketing macro-environment of BUPT Press from four aspects of political, economic, technological and social environment. Then, analyze industry environment like competition level and market challenges through Michael Porter’s Five Forces Model. Next, conduct analysis and elaboration on the business strategy, organizational structure, financial status and technical ability of BUPT Press and identify advantages and weaknesses of the enterprise, the opportunities and challenges through the SWOT analysis; further, proceed market segmentation, target market selection and market positioning by STP market segmentation theory, determine the marketing strategy choice of the enterprise; finally, propose suggestions for enterprise marketing strategy combination from four aspects of product strategy, price strategy, place strategy and promotion strategy, give safeguard measures for the implementation of marketing strategies from system, human resource, finance and enterprise culture etc. |
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