Research On Book Marketing Strategy Of YF Publishing House

Due to the publisher transformed from Public Institution to Business Unit,the development of publish house obviously presented the trend on marketization,also the competition of marketing became more and more intense.The traditional publish get huge challenge from the digital publish which became the favorite of the majority consumer and showed strong progress due to the development of technology.There were six aspects to keep a foothold in this intense book market which are changing the outdated idea,adapting the competition in the marketing,set up a modern selling concept,paying attention to the quality of products and selling strategy,improving current marketing model,building up the new style selling concept of enterprise and running mechanism between the departments.Formulate and implement a marketing strategy that conforms to the advantages and development characteristics of the publishing house,also strengthen the market competitiveness of the publishing house.As a mini-type publisher which located at border area,the YF publishing house holds some disadvantages such as relatively weak strength and lacking capabilities for marketing competition.In this document,we formulated the specific selling strategy which targets to the advantages and combine the current situation of the YF publishing house by analyzing the macro-environment of policy and economy in the publishing industry.At the beginning,we solids theoretical basis by describing about the STP theory,4P theory,competition strategy and cultural concepts.Then,we got the holistic marketing environment of YF publishing house by firstly analyzing the macro-environment of policy and economy in the publishing industry,secondly analyzing the current publishing marketing by 4P theory,and finally analyzing the strength and weakness of the YF's current selling situation by SWOT analytical method,also the threaten and challenging around YF.Based on upon conclusion,we decided the marketing orientation of YF by subdividing the publishing industry and targeting certain marketplace.In addition,we raised several scientific,comprehensive and targeted marketing strategies by analyzing the marketing position,including: topic selecting,packaging,price fixing,channel deciding and sale promotion.We came up with four support measures to keep those marketing strategies which are optimizing department structure,paying attentions to raise inter-disciplinary talents,digital product facility inputs and improving the incentivemechanism.This document can not only provide useful reference for YF Publishing House to improve market competitiveness and conduct favorable book marketing activities,but also provide reference for small publishing houses in other ethnic areas under the current market competition environment.