A Study On Book Marketing Strategy Of SDKJ Press

With the continuous development of the book publishing market,the degree of marketization getting higher and higher,the competition of book publishing becoming more and more intense,publishers and private publishers are all constantly changing in order to adapt to the market and survive.Now,both the variety of books and the amount of similar books are more and more.With the supply increased,and under the impact of e-books,readers' reading habit change,e-readers and other technological means,the demand for the book market has been sharply reduced,and the growth of the book demand is limited.In such a market situation,how to make the published books stand out to be recognized by the readers in the vast sea of books and similar books is particularly important,and book marketing has become the most important thing for a publishing house.And because for a long time publishers were institutions,business'awareness was weak,marketing developed slowly,marketing activities of publishers at all levels were not very smooth.Thus,it is necessary to use the classic theory of marketing to guide book marketing and its development.4Ps and 4Cs marketing mix are the classic theory of marketing,and very useful marketing strategy portfolio.Although the two appeared one after another,they are not simple evolution and substitution,but sublimation and supplement.4Ps more emphasizes on marketing strategies and methods,while 4Cs pays more attention to marketing concepts.The concepts should be combined with practice in order to play a better role:the convenience of consumer buying is manifested in the transformation and adjustment of the channel,and the final satisfaction to consumers'demand is guaranteed by making consumers satisfied with the products,making promotion directly touch theinner thought of the consumers,and making the price acceptable.4Ps and 4Cs marketing theory,can enhance the effectiveness of marketing activities,and also be more conducive to marketing goals and business goals.Based on the analysis of the overall environment of the book market,this paper analyzes the internal and external environment of SDKJ press,analyzes the present situation of the marketing and explores the existing marketing problems,puts forward the theory of the 4Ps and 4Cs marketing mix,claims that there is great need for the press to implement 4Ps and 4Cs combined marketing strategy,to optimize the marketing strategies of the press in the product and customer,price and cost,channel and convenience,promotion and communication and other elements.The optimization of marketing strategies could be put into effect through several steps,such as the optimization of organizational structure,strengthening of personnel training,reengineering the production process and other steps and could be ensured by the establishment of benign communication mechanism in marketing and editing department,the strengthening of examination incentive and the construction of human resources in modern enterprises.Book marketing is critical to publishers,and book marketing strategies is also important for the success of marketing activities.Marketing strategies can not be static.Marketing strategies should be adjusted constantly according to the market and the political,economic,business and other internal and external environmental changes,and should be systematically developed,adjusted,implemented via comprehensive consideration of various factors.Book marketing in SDKJ Press is still in the state of unsystematical practice of individual sale activities,and the marketing effect is very limited,which also greatly limits book sales and profitability.There is great need to form a systematic,suitable marketing strategy of its own,so as to strengthen the intensity and effectiveness of its book marketing practice,which requires continuous exploration and effort to inform,to complete the marketing strategies and marketing team building as soon as possible,in order to reverse the current marketing difficulties,to achieve the profitability leap of books sales,to achieve new business development.