Research On The Strategy Of M Company's Supplementary Books Marketing

In recent years,with the further promotion of the marketization reform in our country,various undertakings in the areas of economy,politics,ideology,culture and education have developed in an all-round way.China's publishing industry ushered in an unprecedented opportunity for development:the content is increasingly rich and diverse,the variety is becoming more and more diversified,the industry continues to grow and develop,which greatly satisfies people's growing spiritual and cultural needs.At the same time,with the deepening of education system reform in our country,the threshold of market access for supplementary education has been reduced.The distribution of supplementaxy books for primary and secondary schools has also been issued by the Xinhua Bookstore System in the past and has been concurrently distributed to both system distribution and market distribution.The sudden emergence of private capital and overseas capital in the supplementary book market has aggravated the market competition of the teaching supplementary books.As a private enterprise,in order to win the fierce competition in the market,to make due contributions in the supplementary book market to achieve the goal of sustainable development,we must attach importance to and do the basic work of teaching supplementary book marketing,and occupies a sufficient market share in the market.The paper takes a private teaching supplementary enterprise in Hunan Province-M company,as the research object.Based on the review of the domestic and foreign theoretical research results and the related marketing theories,combining with the characteristics of the marketing of teaching supplementary books,and with the current situation and problem analysis of M company teaching supplementary marketing,the leaning aids marketing environment and market SWOT analysis of M company,and put forward the book marketing strategy planning and marketing strategy of M company.On the basis of summarizing the research background and significance of the dissertation,and summarizing the theoretical research results both at home and abroad,this paper proposes the concept of dissertation research,defines the related concepts and expounds the supporting theory of dissertation research;Analyze the status quo,problems and causes of marketing of teaching supplementary books in Company M;And analyze the environment of teaching supplementary book marketing and with the analysis of environment unfold the marketing of teaching supplementary books in M company' SWOT analysis;From three aspects,such as market segmentation of teaching supplementary books,market selection of supplementary books for M company and market positioning strategy of supplementary books for M company,the author elaborates the conception of marketing strategic planning of teaching supplementary books for M company.From product differentiation,price differentiation,channel differentiation,and differentiation of methods,the paper puts forward marketing strategies of teaching supplementary books in M company.Taking the M company as an example,this paper starts with the exploration of marketing of teaching supplementary books in primary and secondary schools,analyzes the basic characteristics and realistic predicament of teaching supplementary book marketing,and puts forward the strategic planning and marketing strategy of M company marketing.Thesis research has enriched the theoretical system of marketing of teaching book-assisted books,and also provided ideas for M company's marketing practice.However,due to limited knowledge of the author,there are many research problems and criticisms and suggestions are correct.