Marketing Strategy Of Beijing Book Center Of Changjiang Literature And Art Press

Changjiang Literature and Art Publishing House Beijing Book Centre(hereinafter referred to as the Beijing Book Centre) was established in 2003, is China’s publishing enterprise system and mechanism innovation explorers and leader. In 12 years of development, the Beijing Book Centre always adhere to the "man to do the book," the publication of the concept of market-oriented, production planning a number of economic and social benefits both the best-selling book. 2014, Beijing Book Center relies on 70 employees work together to achieve sales of 400 million yuan Mayang. For 12 years, Beijing Book Center has a variety of books to get various awards at home and abroad.In this paper, Jerome ? Mc Carthy marketing of product, price, place, promotion four major marketing mix strategy that "4P" theory and theoretical framework for the study, from the beginning of the marketing environment analysis, focusing on the Beijing Book Centre adopts platform marketing, cross-border marketing, interactive marketing, promotional strategies, as well as physical bookstore, online bookstore, shop three micro channel strategy, then analyzes the Beijing Book Centre marketing strategy for our publishing business inspiration.Research paper is divided into the following five aspects.The first part is an introduction. Introduces the research background and significance of Beijing Book Centre marketing strategy, research status and content, as well as research methods and innovations.The second part introduces Beijing Book Centre marketing environment. Analyzed separately from the background, the industry environment and internal situation in three areas, suggesting Beijing Book Centre marketing success is not isolation, is the result of a series of factors.The third part of Beijing Book Promotion Strategy Research Center, a comprehensive analysis of the Beijing Book Centre how to use the platform of marketing, cross-marketing, interactive marketing approach to marketing.Part IV explores Beijing Book Center channel strategy, including channel construction entity bookstore, online bookstores and micro store.Part V summarizes five aspects of marketing successes Beijing Book Centre and shortcomings, hoping to provide some reference for our publishing business.