Research On The Marketing Strategy Of Chaohu Senior John Picture Book

Since the "national reading" activities began in 2006,they boomed all over the country,the scale of the activities were expanding,the contents were abundant gradually,the ways were innovating.In a word,the influence are expanding.The"national reading" activities were first wrote in the report of the 18th national congress of the communist party of China,which marked a major strategic deployment of the party central committee.Under the time background of "national reading",with the development of "Internet +" and knowledge economy,the parents,education concept updating constantly.At the same time,parents' education level and quality level is becoming more and more high,parents are willing to pay more attention to children's early reading education.Picture books are the most suitable book for children to read,it use bright colors,vivid forms,and illustrations which are more easy to understand,and it contain with simple words.Picture books tell many lively stories for children,inspire the children's language ability,thinking ability,imagination ability and aesthetic emotion.Picture books promote the emergence of Picture Book Gallery which is a new industry with Chinese characteristic.On account of low barriers to entry and the two-child policy,Picture Book Gallery grow and develop speedly.But as the market is strong homogeneity,the existing mode of operation methods are the same,so it is difficult to meet the needs of the Picture Book Gallery with sustainable and healthy development.Even it is difficult to live,the market competition is increasingly fierce.Chaohu has been in the political and economic development circle of the provincial capital Hefei since it was moved to the county level in 2011,but it is still on the edge of radiation.Chaohu Senior John Picture Book was founded in 2017,and it is the first Picture Book Gallery in Chaohu.Although it has the geographical advantage,but still faced many problems as a lot of Picture Book Gallery like difficultly start,less profit.Facing the complex market environment,Chaohu Senior John Picture Book needs to build perfect marketing strategy system,develop a wide range of products and services.It will highlight business characteristics gradually and innovate marketing methods to improve parents' satisfaction and enhance core competitiveness in Chaohu.All of this are the main topics in this paper.This paper begin with introducing the concept of Picture Book Gallery and the basic theory of Marking,it lays a foundation of the analysis theoretically.Then the paper analyses present business situation and business troubles of Chaohu Senior John Picture Book,using the PEST analysis method and the SWOT analysis model to analyse marking enviroments.Moreover,the paper carefully think about the needs of the surrounding market,using STP marketing strategy to divide markets,choose target market and clear market localization.Finally,based on all the above analysis give some marketing suggestions and safeguard measures to consolidate marketing achievements,in order to achieve the desired marketing effect.This paper combined theory and practice,according to the current development of Chaohu Senior John Picture Book,and design the marketing strategy plan.It is aim at helping Chaohu Senior John Picture Book to avoid shortage and increase the market share to ensure the healthy and stable development.At the same time,based on the results of this paper,I hope to provide some valuable helps and references to other Picture Book Gallery,and hope to promote the sustainable development of the whole industry.