SDJY Press Market-oriented Books Offline Marketing Strategy Research

In recent years,with the vigorous development of China's economy,the changes in the book publishing market are also changing with each passing day.The economic prosperity has promoted the rapid development of culture,and it has also brought some problems and difficulties.After the publishing unit was changed into a business unit,the marketization process continued to accelerate,prompting the Chinese publishing industry to completely transform the operating mechanism,and at the same time,the structure of China's publishing industry has undergone fundamental changes.The structural balance formed under the original planned economy was gradually broken by the open market competition mechanism and diversified production and management methods.The original book distribution model can no longer adapt to the current market environment.At present,the market is already in an oversupply situation,which greatly increases the difficulty for business operators to market products,and changes the marketing thinking of enterprise managers and the innovation of marketing concepts.Higher requirements.The new market environment has brought new challenges.If publishers have to gain a favorable position in market-oriented competition,they must pay attention to the marketing of their products,and improve their own market by improving their management methods and marketing levels.Comprehensive competitiveness.This article takes SDJY Publishing House as the research object.After reading a lot of literatures in the field of book marketing at home and abroad,the author has used this knowledge in the school and combined with his own work experience to write this article,aiming to explore suitable for its own development.Marketing strategy.First of all,starting from the macro environment faced by SDJY Publishing House's general book offline marketing work,PEST analysis is the basic framework,and it is analyzed and summarized in four aspects:political law,economy,social culture and technology;then Porter's five are adopted.The force model analysis tool analyzes the situation of SDJY publishing house in the industry competition structure from the dimension of the medium environment.Finally,through SWOT analysis,the advantages and disadvantages of SDJY publishing house and the external opportunity threat situation are from the micro environment.Starting from the angle,a comprehensive analysis was carried out.Through analysis from three different perspectives of macro,meso and micro,it comprehensively and meticulously analyzes the market environment and its own development,which provides a basis for the choice of enterprise strategy and the formulation of marketing strategy.We use the classic 4Ps theory in marketing as the main line to study the whole article.According to the current marketing status of SDJY Press,we find the current problems from the four aspects of product,price,channel and promotion,and then combine the marketing environment and influencing factors,and then use the 4Ps theory.Combined with the actual situation of SDJY Publishing House,in the existing marketing environment,the marketing strategy suitable for its own application was formulated.Finally,from the three aspects of human resources,finance and information resources,effective measures to ensure the implementation of marketing strategies are put forward.Through the comprehensive application of classical theories such as PEST and SWOT,the combination of environmental analysis and strategic analysis tools is complemented by each other,and the basic theory of 4Ps is used as the main line,running through the whole article,so as to develop a suitable development for the enterprise itself.Effective marketing strategy.The reason why this paper pays attention to the analysis of the environment in which the enterprise is located is because the marketing strategy of the enterprise is not static in the ever-changing environment.In order to make the publishing company stand out in the highly competitive publishing market,it should be timely according to the changes in the internal and external environment of the market.Adjust marketing strategies to respond to changing market conditions with rapid response and sound decision making.SDJY Publishing House is still at the stage of exploration in the market transformation.Through the research of this paper,we hope that SDJY Publishing House can improve its marketing strategy as soon as possible according to its actual situation,and constantly try and explore to achieve a double harvest of economic and social benefits.Providing successful experience for the market transformation of educational publishers in other places.