Research On Marketing Strategy Of The New Media Era In The Textbook Of Beijing Normal University Press

In the background of the new media era, the publishing market competition is becoming more and more fierce, and more and more press began to pay attention to the important role of marketing strategy. University Press is an important part of China’s publishing industry, at present, China’s University Press has reached 118, accounting for about 20% of the total number of the national publishing house. Behind the prosperity and development and fierce competition, college textbook market in China has entered the resources re integration phase, the fierce competition to the press brought severe challenges and unprecedented opportunities for development, the college textbook market is relatively stable, it is worth developing. Faced with the major changes in the publishing environment, the development of University Press in China not only faces good opportunities, but also has many difficulties and challenges.In the existing literature research and Practice on the basis, this paper from the characteristics of the exploration of new media publishing of based on the current marketing of domestic press, combined with the new features of the new media times press marketing, and combining with actual situation of the University Press Textbook Development, prospect of the development of marketing strategy of press, opportunity to point out its advantages in the market competition, the disadvantages and the development process of face, focus on market segmentation strategy and marketing mix strategy in two aspects launches the elaboration, from product, price, channel and promotion direction respectively to explore the specific marketing strategy, based on present professional and effective marketing strategy.This paper by Beijing Normal University Press, for example, for conducting research, analysis of the status quo, found the problem, and then put forward feasible solutions. The purpose is to improve the marketing level of the publishing house, enhance the economic efficiency of press. In addition, the introduction of the concept of new media, through the existing marketing strategy to optimize the design, the application of digital publishing, the formation of industrial chain integration of resources, promote the healthy development of the entire publishing industry marketing strategy. Thus, by discussing the importance of the innovation of the marketing strategy of the University Press, the University press.