Research On Marketing Strategy Of XJWD Publishing House

With the development of book publishing market,in recent years,driven by national policies and technology,China's publishing industry is moving forward from"publishing power" to"publishing power".The traditional publishing industry,including books and periodicals,has been transforming to digital publishing.With the rapid development of multi-media publishing,the publishing industry is developing to multi fields.In order to adapt to the new changes in the publishing environment,the traditional publishing industry urgently needs to use the new generation of information technology,accelerate the digital transformation and promotion of property in many ways,and improve the contribution rate of the publishing industry in the increase of the national economy.In the face of the fierce market environment,if we want to find a development path in the market,we need to change the traditional marketing thinking of publishing house,and combine the marketing concept into every link of book publishing.This paper takes XJWD publishing house in Xinjiang as the research object,starting from the actual situation of the publishing house,combining with the author's own work experience and resume,analyzes the marketing situation of XJWD publishing house in Xinjiang,analyzes its opportunities and challenges in the development process,so as to determine the marketing strategy of xjwd publishing house.I hope this analysis can provide ideas for the transformation and development of publishing houses in other minority areas.The first step of this project is to introduce the research background and other related content::PEST theory,STP strategy,4Ps marketing theory,SWOT analysis,publishing house marketing theory,etc.through a comprehensive analysis of the marketing environment and marketing status of the publishing house,it is found that the publishing house currently has a high dependence on teaching aids and market books Small scale,lack of practical network marketing strategy,too much dependence on government procurement projects,insufficient penetration of market segmentation,internal management of publishing house to be improved,need to improve channel construction and management and other issues.Based on the analysis of the market segmentation of XJWD publishing house,this paper puts forward the relevant marketing plan:in terms of market selection,XJWD publishing house should choose the market of teaching aids,culture and teaching books and extracurricular reading,bilingual children's picture books and learning Xinjiang high-quality children's popular science books and the new market in combination with the current book market and XJWD Publishing House's own resources Xinjiang culture mass book market and vigorously develop related online products,so that paper and electricity synchronization.Through the combination of marketing strategy,enhance the market awareness of publishing house,actively adjust the publication structure,and strive to launch publishing products that can truly meet the needs of readers and the masses.Seize the advantages and opportunities of the publishing house,make full use of the digital publishing technology,promote the construction of the digital industry of the publishing house,and open up multiple sales channels.This paper discusses the marketing concept and strategy of XJWD publishing house from many angles,providing a brand-new marketing perspective for publishing house,which is of great application significance for publishing house to take advantage of its own brand advantages and publishing qualification and have its own place in the publishing market.At the same time,it provides theoretical basis and reference for the optimization of marketing strategy of publishing houses in Xinjiang and minority areas.