| With the reform of cultural system and transformation of state-owned for-profit cultural institutions into enterprises in China,the country's national book market becomes increasingly improved and its competition goes intensified.The fierce book market competition forces publishing enterprises to continue to reform and carry out innovative business management,and make efforts to adapt to ever-changing book market environment,make their published books to meet needs of target readers,thereby realizing development and breakthroughs.We can't stay at the traditional way of marketing strategy,In the rapid development of Internet technology,The marketing job should be combined with the current time characteristics to meet the purchasing habits and needs of the consumers,on the basis of further perfecting the marketing strategy,we should make positive innovations.This paper takes Hunan Xiangxin Book Company Distribution and Releasing Co.,Ltd.First,it comments on domestic and foreign researches concerning marketing and the theoretical basis of the research and then puts forward the paper's research ideas and methods.Second,it summarizes and combs out the company's development history,with analysis and discussion of its macro development environment and teaching supplementary book market.The paper employs SWOT to analyze the company's development advantages,opportunities,disadvantages and threats and then develops corresponding marketing strategies.Finally,it points out it is necessary to improve the enterprise's relevant management systems and strengthen cultural construction and talent training so as to guarantee the smooth implementation of marketing strategies.According to the paper,in the big data and new media background,traditional publishing industry is suggested to execute marketing strategies and develop tactics not just based on traditional ideas and methods,but also combining existing Internet marketing to make innovations and meet readers' reading demands. |
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