| Learning material books are the unique products of Chinese educational mechanism,they not only help teachers to consolidate classroom teaching achievements,but also facilitate students to get in knowledge from text books and familiar with various examination modes,in more than 30 years,the sales revenue has more than millions.Among the 586 national publishing houses,more than 500 publishers are engaged in learning material book publishing,and a bigger half of themget 60%of their revenue and more than 70%of their profit from learning material books.Owe to the characteristics of asset-light,low industry barriers,quick capital returning make learning material books publishing the apple in the publishers'eyes.But the universal problems such as unclear market positioning,uneven qualities,as well as malicious competition become the object of public denunciations.Educational administration departments and publishing administration departments have been seeking solutions all along.This article researches on the above problems from the angle of policies,markets and trends,and at the same time,give consideration to the managerial operation of SDPcompany,finding the poor editorial qualities,low application of new technologies,and slow respond to clients demand and ect.are the main reasons.This article attempts to give a combination of different marketing strategies,mainly including high-quality product strategy,uniform discount pricing strategy,channel expansion strategy and promotion diversification strategy,so as to promote leapfrog development of the teaching and auxiliary work in publishing houses owned by SDP.The author tries to list some marketing policies mix,such as Product strategies,Price strategies,Place strategies and Promotion strategies ect.to promote the develop of learning material books publishing of different publishing houses in the SDP company.At the same time,the research object of this paper is the overall marketing work of SDP supplementary products.In the research,it is found that the internal friction and market development of each publishing unit in the company are fighting each other.The lack of self-owned channel coverage is also hindering the company's auxiliary product management The major obstacle to development,the conclusion is that in addition to the use of the above methods to improve the efficiency of marketing work,but also through the top-level design to strengthen the company level,while the introduction of private book industry capital,integration of its content development,application of new technologies And channel resources and other advantages,and jointly build the market retail brand Jiaofu,the ultimate realization of the company's products classified management,professional publishing,unified marketing business pattern,to maximize the benefits of the company level.It is hoped that the research results will provide useful reference for the marketing of supplementary marketing of group publishing companies to realize the standardization and efficient and sustainable development. |
