Research On The Marketing Strategy Optimization Of Jiangxi Education Journal Society

The educational periodical is a kind of professional educational media,its main service target is education-centered related organization,institution or individual,such as school,teacher,adolescent student.In contrast to other periodicals,this journal,which has a unique function and distinctive industrial characteristics,is an authoritative platform for the dissemination of positive,useful and up-to-date educational information and information,as it has a major responsibility to disseminate mainstream positive,healthy ideas and values that are party-led and State-driven to a wide range of educators and those educated.As a professional and authoritative communication platform,educational periodicals are closely related to education,and their dissemination covers advanced educational concepts and recent research results in every field of the entire educational network and in every major of the educational discipline,with a stable readership and fan base.The development of educational journals in China is a process of gradual adjustment from germination to rapid growth to gradual decline.In the past three decades since the reform and opening up,the educational cause has developed rapidly,and the function of educational periodicals in the service of education has become more and more prominent.Since then,with the introduction of a series of government policies and regulations in the field of press and publication and the reform of the educational system,and the gradual deepening of the reform work,the periodical industry has undergone a major overhaul and adjustment.Educational periodicals have gradually entered the market economy model of free competition from the original development model with strong industrial protection characteristics.China's educational periodicals industry has just entered the development mode of free competition,the degree of marketability and transparency is low.The periodical market is still a new field to be explored and developed.The Jiangxi Education Journal Society was founded in April 1950.It is the first periodical of Jiangxi to be founded after the founding of New China.It is also one of the functional departments of education and publicity work in the whole province,under the authority of the Education Commission of Jiangxi Province and the Education Department of Jiangxi Province.Since the founding of the magazine,the Jiangxi Education Journal Society has formed a unique concept of organizing the publication,with "professional service education,cultural interface market" as the core,the product orientation is entirely based on education service.The periodicals or related book products published by the Institute are mainly sold to primary and secondary school students and provide their extra-curricular reading materials.Jiangxi educational periodical society has set up its own marketing team and established its own marketing network,and in the early period,it has developed rapidly with its unique marketing mode,occupying large sales market.However,with the development of the times and the constant change and adjustment of the relevant conditions and national policies,the old marketing mode of the Jiangxi educational Journal society is not suitable for the current competitive market environment,so it is only according to the market conditions that the reform marketing strategy can meet the needs of consumers and regain its footing.In view of the new market situation in the industry of educational journals,this paper will use the five-force analysis model of Michael Potter's marketing theory to investigate and analyze the five forces of competitors,suppliers 'bargaining power,potential competitors,the threat of substitutes and buyers' bargaining power in the industry.This paper also analyzes and explores the problems of market competition confusion,product orientation bias,content assimilation,single distribution channel and profit means.Then,on the basis of absorbing and possessing enough relevant information and real data,this paper will investigate and study the operation and development of Jiangxi Education Journal Society in this industry,and analyze the opportunities and threats to the external market environment and the advantages and disadvantages of Jiangxi Education Journal Society by means of SWOT analysis.Find out the accurate positioning of the issue,and theory and practice,from the current issue of the issue of the issue of products,prices,channels,promotion,analysis of the current marketing strategy of the issue of the magazine,and based on this adjustment,modification,so as to sum up the main issues to establish a new more rational,targeted marketing system,and take the correct competition.Therefore,the following suggestions are put forward to the Jiangxi Institute of Educational Periodicals:(1)objectively evaluate its own conditions,clarify its position in the market,explore its advantages and get rid of its disadvantages,strengthen its professionalism,and integrate and develop its core competence.Jiangxi educational periodical society should find its proper position in the market,integrate its own conditions with the educational resources of the education commission of Jiangxi province and the education department of Jiangxi province,combine the paper publication resources of periodicals with the idea of digital all-media education,and publish more digital educational resources that meet the needs of readers,such as national studies,ancient poetry and digital periodicals,so as to establish a brand with quality and influence with brand,and create sales performance with influence.The second is to build a professional marketing team with Super marketing capabilities,everyone brainstorming,to develop a better and broader marketing channels.First of all,enterprises need to recruit more high-quality personnel in marketing,and jointly set up the marketing department to conduct market research and information collection,on the basis of which relevant information materials will be analysed,the marketing of the journal to provide timely feedback and better marketing ideas,to reform the previous marketing department to only undertake the defects of single shipping business,responsible for more valuable and strategic matters.Third,to break through the "three pressure lines",across the publishing industry,using existing resources,investment in effective projects,diversification of management,and the generation of more: various competitions,training,lectures and other new projects.Strengthen advertising promotion and increase revenue.Fourth,the implementation of cooperation win-win marketing combination strategy,promote mutual learning among enterprises,common progress,and improve the overall marketing level of the magazine.Education has always been a key development object in our country.It is related to the future needs of talents in our country and the future and development of our country.Through the research of this paper,we can get the following enlightenment:(1)The educational periodical industry should establish a unified,open and orderly media market.(2)Facing the market,realize matching with readers 'needs,build brand and cultivate core competitiveness.The editorial idea,editing method and innovative consciousness of periodical society are the core competence of periodical society,and it is necessary to reconstruct the core competence of periodical society according to market demand and form a new editing mode.(3)forming an operating mechanism that operates in accordance with market rules.We should seek to change,not only to value the market,learn the rules in the market,guide us to do the right behavior,but also to constantly develop the market,nurture the immature market,and guide the market in the direction we want.In addition,the business model of educational periodicals should be further explored and diversified,and the industry of educational periodicals should be collectivized and electronic in the future.The author hopes that the research content of this article can provide a useful reference for the overall development and transformation of China's educational periodical industry.Due to the lack of my own level and the biased understanding of the specific situation of the publishing industry and educational periodicals,the article still needs to be further improved and rich,I implore teachers,experts and students to criticize and correct.