Study On Marketing Strategy Of Jiangxi Fine Arts Publishing House

The vigor of publishing industry has been released greatly since the industry experienced a large-scale and comprehensive Public Institutions reform.At the same time,this change stimulate fierce market competition.Seller?s market has been taken place by buyer?s market.Every publishing house turns their eyes to the market share field and the trend become intensification.As a result,the importance of marketing has been increasingly significant.More and more publishing house rely on promoting marketing measures to have a finger in the pie.According to figures,China has more than 580 publishing houses,most of them are small and medium—sized enterprises.They have no advantage over material resources,human resources and capital.Under this fierce competition underground,we should set about self-reform to change ideas first if we want to find a way to keep a foothold in the red sea market.We must carry out marketing concept thoroughly during the each publishing link.And here comes the question,how to make a appropriate marketing strategy is a indispensable step for both enterprise and book industry.This paper is centering on Jiangxi fine arts publishing house?s practical situation,and all the questions discussed here is about my company.I start from my practical work conditions,analyzing my company?s marketing environment systematically combining my work experience,and discussing the deficiencies,risks and opportunities through development.Through taking my practical work as an example,I hope the thinking can serve as a reference for other middle and small size publishing house.My dissertation is focusing on several aspects of book industry?s marketing strategy.For instance,the external background of book industry stood in,the reason why marketing become increasingly important as well as the significance of marketing.Moreover,after carefully research and study,I summarize the present situation of book industry?s marketing at home and abroad.I hope those research findings I collecting in this paper can be helpful for my work and company.Secondly,From external environment and industry situation point of view,I apply PEST marketing strategy to my company?s practical circumstance with analyzing marketing theory.I also study Jiangxi fine arts publishing house?s marketing strategy,organization,financial conditions and technical ability deeply,and conclude what I found in this paper.STP theory has been used here in market segments,object market choose and marketing positioning those all.I?ve come to the conclusion based on above all done.Finally,I offer a proposal for my company from product strategy,price strategy,distribution channel strategy,and promotion strategy in these four aspects.In addition,I also give some relative countermeasures from several facets such as system,human resource,financial support and so on for my company to choose.