Research On Optimization Of Marketing Strategy For Children's Book Market Of Beijing University Of Technology Press

In 2015,the fifth plenary session of the 18 th central committee of the communist party of China(CPC)concluded and announced the "full implementation of the policy of allowing a couple to have two children",which led to an increase in the number of children every year and an increasing demand for children's books.Since 2017,children's books have become the most popular category of books.In 2018,its market share accounted for 12% of the total book market,ranking the second in the world,and children's books became the most important force driving the market trend.Beijing University of Technology Press was founded in 1987,and it is a comprehensive engineering university press affiliated to Beijing municipality.After the transformation,with the development of the press and the entry of the children's book market,the traditional marketing model is gradually impacted by the new media marketing channels,which makes the children's book sales difficult and leads to the decline of the profits of the press.This paper is based on the research on the optimization of marketing strategies for children's books,on the basis of the Beijing University of Technology Press as the research object,first of all,using the system theory knowledge of industry comprehensive analysis has been done for the children's book market,by using PEST analysis tools to the macro environment for the children's book market environment factor analysis,then again through the Five Force model of Porter is applied to analysis Beijing University of Technology Press the micro environment are analyzed;Secondly,this paper adopts the empirical research methods of literature analysis,questionnaire survey and interview to investigate the consumer situation of children's book market of Beijing University of Technology Press.Finally,this paper puts forward the specific strategies and implementation methods to improve the marketing channel of children's books of Beijing University of Technology Press.Through the study of relevant theories,this paper analyzing the practical problems of enterprises,and putting forward complete improvement suggestions,this paper hopes to promote the implementation of new media marketing throughout the year,effectively improve the marketing situation of children's book market of Beijing University of Technology Press,so as to enhance the popularity and influence of the press and promote the long-term development of the press.