Study On Marketing Strategy Of The Commercial Press In Digital

At present, the reform of CHINA's cultural system and the transformation into enterprise of presses had been done.The large publishing group had established and the private publishing power can't be underestimated.Also new technologies had been emergenced.The publishing companies facing more and more challenges under the digital environment.How can The Commercial Press cope with challenges?The Commercial Press is the research object in this paper and analyzed its marketing strategy.Firstly,this paper analyzed of the macro environment and industry environment of The Commercial Press by PEST analysis and Porter five force model analysis.The macro environment including the political environment,the economic environment,the social environment,and the technical environment.And the industry environment including the threat of the existing competitors,the threat of the new entranters,the bargaining power of supplies and buyers,and the threat of the alternative products.Secondly,I got some internal affairs about The Commercial Press through collection of information,such as brand power,producr situation and organizational structure.And then I used the SWOT analysis method to enumerate the internal advantages and disadvantages and the external opportunities and threats of The Commercial Press.Then through the product strategy,the price strategy,the channel strategy and the promotion strategy analyzed the current marketing strategy of The Commercial Press'.Finally,according to the actual situation,I puted forword some suggestions that can be used as reference in the formulation of marketing strategy in the future through combined with the disadvantages and threats of The Commercial Press faced.This paper argues that veteran publishers have to be vigilant in the times of peace.As a century-old publisher, The Commercial Press need to innovate and continue to use high-quality products to gain trust and recognition from the market and consumer.