A Research On Marketing Strategy Of Marketization In Commercial Operation For S Reading Club

“Nationwide Reading” has been continuously written into the government work report.The government constantly promulgates policies to support cultural construction.Promoting reading for all has become a national development strategy.The non-profit reading club is an effective form to give full play to the folk forces to strengthen national reading strategy.The non-profit reading club continues to thrive with a bright unquestioned future.However there are different kinds of challenges in the development has to be faced,such as the deficient in effective organization management,the lack of operation funds,and hard to get funding and so on.This subject is devoted to exploring the operation method of local non-profit reading club used S Reading Club as an example,which is located in Shenzhen the window of reform and opening-up.In order to develop into a reading club rich in content,multiple in themes,having broad source of participants and stable operation space,it is obviously not enough to place reliance on government,enterprise and individual funding by the Non-profit identity.Earning a sustainable and stable income can perform better social functions,thus it is necessary to apply marketing principles to the operation of non-profit organizations by means of marketization.Based on the theory of non-profit marketization,target marketing,marketing mix strategy,and the conclusion of the integrated analysis of the types of marketization operation of non-profit organizations,this paper focuses on the marketing strategy research of marketization of commercial operation especially at the implementation level.This paper introduces the current situation and challenges of the S Reading Club,and analyzes the main reasons such as blurring of target market,enterprise cooperation trapped on the surface,the vague brand image of the organization and the insignificant marketization effect.The thesis uses target marketing framework to identify the target market,then uses 7Ps marketing mix theory to make the specific marketing strategy meet the needs of it: building the product matrix linked public welfare,consumers and commercial market,fixing market differentiated price,integrating multiple modes of communication,establishing all-round three-dimensional channels,improve employee participation and member management mechanism,controlling process with innovation plus in standard,consolidating the tangible display methods from the essential and peripheral evidence.