The Research On The Marketing Strategy Of The Economic Science Press

In recent years, the publishing house, as traditional industry, has changed greatly. Con version of enterprises makes traditional press get rid of the bondage of the enterprise syste m and become market-oriented enterprises, however, after the enterprises, how to change i deas rapidly to adapt to the market competition has become an urgent issue to many traditi onal publishing houses. Seeing from the marketing concept, it is time to set up modern ma rketing concept, including market ideas, talents, overall viewpoint and so on.On this basis, it is necessary to improve the existing marketing methods, set up the ne w marketing concept as well as operation mechanism and conform to the characteristic of press marketing strategy to achieve the innovation of marketing, so that the publisher can win in the fierce competition of the book market.JK press, as a affiliated institution of the Treasury, has a long history and culture. Bas ed on the analysis of situation and marketing strategy of domestic and foreign research pre sent situation, combining with the actual situation of the press, the paper attempts to puts f orward the suitable methods and strategies for JK press marketing system.First of all, it describes the research status both in our country and in foreign countrie s based on the environmental background of the publishing industry enterprises, the interp retation of the institutional environment change caused the change of marketing environm ent.Secondly, it finds out the problems, internal and external advantages and opportunitie s in marketing of the press by the analysis of the concept of marketing, the SWOT theory of marketing, with the marketing situation of JK press and marketing environment. Using t he analytic hierarchy process to carry on the analysis, recognizing the important factors of marketing.Finally, through the above analysis, combining the sales and collection of the books i n almost two years, the paper offers the targeted marketing plan and strategy for JK press, which provides reference of marketing management for JK press, as well as the other pres ses that in the same current environment.