Marketing Strategy Of H University Press

Since China's publishing industry has been transformed into an enterprise,the variety and quantity of books have been increasing rapidly,and the market competition of books has become increasingly fierce.Especially in recent years,with the rapid development of the Internet,the marketing environment of the whole publishing industry has changed dramatically,and the information dissemination is more rapid and diversified.At this time,the original marketing model has been difficult to adapt to the current market development trend,and the publishing industry is facing great challenges.Facing the new market environment,the publishing house must change its traditional marketing thinking,adapt to the market changes brought about by the Internet quickly,and formulate marketing strategies suitable for the development of the publishing house in combination with its own advantages,so as to enhance the market competitiveness of the publishing house.H University Press is a strong science and technology society which mainly publishes science and technology books.Its comprehensive strength,sales scale and market share of the industry are among the best.This paper takes H University Press as the research object,and makes a concrete and in-depth analysis of the macro environment,industry environment and the publishing house's own business status.According to the analysis results,using SWOT matrix analysis method and 4P marketing theory,the marketing strategies suitable for the development of the publishing house are formulated.The specific strategies are as follows: in terms of product strategy,H University Press always adheres to the book quality On the premise of quantity,implement product management strategy and product R & D strategy,and constantly enrich digital publications;on the pricing strategy,adopt a variety of pricing methods to guide consumers to buy;on the channel strategy,adopt a combination of online and offline marketing and promotion methods to improve the market share of books;on the promotion strategy,the publishing house increases with the help of all media resources Book exposure.Hope that this paper can increase the market competitive advantage of H UniversityPress,and also hope that this paper can provide some learning and reference for other publishers.