SE Publishing House Cultural And Educational Books Research On Differentiated Marketing Strategy

With the continuous development and progress of the country and society,the book publishing industry has undergone tremendous changes.With the development of mobile Internet technology,new concepts such as "audio publishing" and "video publishing" have been put forward,and more readers have begun to try "ear reading".Not only the way of publishing and reading has changed,but also the way readers buy books.More and more readers buy books through the network platform.The sales of books on Dangdang,Jingdong,Tianmao,Taobao and other network platforms have increased year by year.This paper studies the differentiated marketing strategy of SE publishing house's cultural and educational books from the aspects of product,price,channel,promotion and service.The purpose of this paper is to enhance the market competitiveness of SE Publishing House's cultural and educational books and create more profits for enterprises.At the same time,the cultural attributes of books should be taken into account so as to make SE Publishing House's cultural and educational books serve the students better.Based on SE Publishing House's cultural and educational books as the research object,this paper uses the methods of literature research,comparative research,case analysis and questionnaire survey to study the problems of declining sales and weak market competitiveness year by year from the current marketing situation of the research object.Firstly,it analyses the political,economic,social and technological environmental factors of cultural and educational books.Secondly,it analyses the main market competitors and their marketing characteristics,marketing effects and advantages.After subdividing the market by region,customer age,subject,difficulty and so on,this paper focuses on the analysis of SE cultural and educational books differentiated marketing strategy.Based on the differentiated demand of cultural and educational books,this paper analyses the product differentiated strategy from the aspects of book topic selection,content arrangement,Book appearance design and brand building,adopts the original price and price reduction strategy differently according to different markets,encourages the establishment of differentiated distribution channels of cultural and educational books,develops customized publishing,marketing activities,library procurement and training institutions acquisition.Purchase and other new channels;In view of the promotion differentiation strategy,we should promote the publication of cultural and educational books which are highly consistent with the latest curriculum standards and examination syllabus,scientifically deal with the inventory and pay attention to online advertising;Based on the demand of cultural and educational books differentiation service,we should attach importance to the application of science and technology,increase new functions such as video explanation,and strengthen the interaction with the vast number of consumers,and maintain high-quality online.Service.Big data analysis,good cooperation with customers,reasonable delivery and return system,advanced publishing technology and other factors provide safeguards for SE Publishing House to implement differentiated marketing strategy in the future.