The Marketing Strategy Research On Children's Book Of Zhejiang Children's Publishing House

In recent years,the children's book market has grown rapidly and is rich in variety.A number of publishing houses and private institutions have stepped into competing for the children's book market.Zhejiang Children's Publishing House faces a big challenge because of the impact of the Internet and the boost of private book enterprises.Only by paying attention to the book marketing strategy and establishing the brand image can Zhejiang Children's Publishing House be developed into a high quality brand publishing house with great influence in the Chinese children's book industry.The thesis uses literature research method,case analysis method and other research methods.This thesis analyzes the case of Zhejiang Children's Publishing House and the book marketing strategy of it by studying the literature connecting with the marketing,publishing especially the STP and 4P theories in marketing.It trying to find out the shortcomings of its strategy and puts forward feasible suggestions to explore a suitable marketing road for Zhejiang Children's Publishing House.This thesis summarizes the situation of Zhejiang Children's Publishing House book products in terms of departmental overview,book product structure and characteristics,and competitive landscape,which lays a foundation for the research.The main part of the thesis takes Zhejiang Children's Publishing House as the case,the book marking as the core,and 4P theories as the theoretical foundation.It analyzes the book marketing strategy of Zhejiang Children's Publishing House in detail.Admittedly,the research also finds that there are some problems inevitably in the book marketing of Zhejiang Children's Publishing House.The main problems focus on five aspects: ignoring social interests,unbalanced product structure,inconsistency on discount intensity of price platform,imperfect channel construction and backward marketing of new media.There are five main suggestions in the thesis.The first is to follow the principle of dual effectiveness and reflect orientation requirements;the second is to focus on the weak plates and optimize the product structure;the third is to study the price strategy to achieve online pricing flexibility;the fourth is to expand the channel coverage and improve the product reach;the fifth is to clarify the new media positioning and do a good job of value-added services.These suggestions are not only good for Zhejiang Children's Publishing House book marketing,but also good for other children's publishing houses.Children's book market is full of fierce competition.For professional children's publishing house,it is necessary for them to carry out new book marketing strategies,solve the problems in current book marketing,and build the existing publishing house into a brand publishing house with recognition and influence.