| Books are special products with economic and social attributes. The pricing system of books is an important subject for the publishing industry, which draws the attention of the country, society, publishing industry and people of all walks. As one of the important jobs for publishing enterprises, the pricing strategy has a direct influence on the buying numbers of readers, amount of distribution, profit and popularity.With the pricing strategy of the education book Exam Comprehensive Explanation of company A as a research case, the pricing process as a research subject, pricing theories as guidance, this paper applies SWOT to analyse the environment of company A, uses questionnaire survey, cost control, financial check, product life circle, brand strategy to make research on the pricing strategy of company A and puts forward the measures for company A to keep the leading position in the field of education books and receive more profits.In part one, the paper makes research on the development and pricing system of publishing industry, and analyses the development of education books for primary and secondary schools and the particularity of this market segment.In part two, the paper analyses the pricing factors of education books for primary and secondary schools, uses questionnaires to survey the market of education books for primary and secondary schools in 2015, and thus gets the outlook of the pricing factors and problems of the pricing process for new products.In part three, with pricing strategy management and SWOT, on the basis of the collected pricing process of education books and pricing reference data of company A’s education books, the paper applies graphs, statistical software and text description to describe and analyse the pricing strategy of company A’s education books.In part four, the paper makes research on the decision of pricing strategy and pricing method selection of company A, and chooses skimming pricing for Exam Comprehensive Explanationin 2016 to achieve profit maximization and high competiveness of new products. In the meanwhile, the improvements of pricing strategy and measures of company A have been discovered. In part five, the paper makes a summary and gives the recommendation and guidance of pricing strategy for education publishing industry. |
