A Study On The Marketing Strategy Of AA Book Publishing Company

With the reform of cultural system and publishing enterprises, China book market has improved steadily in which the competition is becoming increasingly fierce. The fierce book market competition makes publishing enterprises must constantly improve innovation management,making efforts to adapt to the changing environment,making the appropriate response to the changing environment, and make their own books to meet the needs of the target readers, in order to realize the development and breakthrough. At the same time,it appears that the book inventory broke and decline in single varieties of book sales. To establish oneself in the fierce market competition, publishers must pay attention to market marketing link, keep in line with The Times to use the development of the marketing concept, make good use of the advantage of publishing organization resources, obey the law of market marketing strategy, gain long-term development in the market competition.The purpose of this paper is to provide a reference for micro strategic decision making for AA company’s book marketing strategy.The main strategic framework of this paper comes from the integration of marketing theory, the "4P" theory, "4C" theory and "4R" theory together.This paper analyzes the AA company’s present entire marketing situation and existing problems, combined with the market situation faced by the AA company with its own actual conditions an analysis is made of the advantages of the implementation of integrated marketing strategy.In this paper, the questionnaire survey was analyzed and summarized, and the advantages and disadvantages of AA company were summarized through SWOT analysis.This paper brings forward marketing strategy and specific measures the AA company should implement in the integrated:implementation on the premise, and the product strategy consumers to improve relations with consumers as the guidance. Accurate product positioning on the basis of market research, discover and meet the unique demands of the target audience, at the same time, implementation of cost-oriented pricing strategy that consumers are willing to pay; Implementation of convenience-oriented channel strategy that meet the consumers’ will; Implementation of marketing strategy that based on full communication with the consumers.The implementation of promotional strategies and consumers to establish a long-term and stable relationship. Enterprises should expand the product line, actively develop digital publications; also improve the traditional marketing channels, and vigorously develop the network marketing, expand and maintain good network marketing channels; the company should make full use of its own media resources, as well as new media such as weibo, WeChat resources for propaganda, improve and widen marketing channels.