Study On Marketing Strategy Of Macmillan Century's Picture Book

In recent years,the pace of growth of China's book retail market have slowed down,while children's books have rapidly increased and is becoming one of the few fast-growing categories.Also,as a new concept imported from abroad,children's picture books in domestic market see a significant growth.Nevertheless,there are still a number of problems exist such as resources scattering in different publishing houses without systems and marketing strategies being simple,obsolete and lacking innovation.Picture books are the first books that a child may read in his or her lifetime.Therefore,the research about marketing strategies of picture books should have count for much realistic meaning.It is more important for the promotion of picture books to cultivate children's reading habits as well as form healthy and independent personality compared with its economic benefits.This article focuses on the marketing strategy of picture books in Macmillan Century Company.With the PEST analysis and Porter's five-force model to analyze the competitive market environment as well as SWOT analysis to study the external and internal environment,the article conducts a comprehensive interpretation about the advantages and disadvantages of Macmillan Century Company's marketing strategy.McCarthy's 4P theory is drawing to propose marketing improvements in terms of the product,price,distribution and promotion.Through the comprehensive analysis,the article tries to find the proper and effective marketing strategies for Macmillan Century Company in order to promote its market share,and achieve both economic and social benefits ultimately.