Study Of Marketing Strategies Of S Publishing House For Learning Materials For Primary And Secondary Students

Due to the test-oriented education system that has been formed in China for many years,the test scores have become the only indicator for assessing students' ability,which has made the market for learning materials for primary and secondary student extremely "prosperous".85%of the publishing houses in the country are involved in the field of learning materials.Under the ground of the imperfect supporting policies and fierce market competition.the publishing houses present problems such as lack of innovation,patchwork,similar content,and serious homogeneity of teaching and auxiliary content.In order to occupy the market,the vicious competition of "high price and low discount" is particularly prominent,and the rampant piracy exacerbates the chaos of the education market.The scientific,rational,and orderly development of the learning materials market is related to the development of China's education.Finding a solution is also an urgent task for the publishing and education communities.I have held a middle management position in S publishing house,and I have more than ten years of work experience in the learning materials market.I also have a clear understanding of the current status and causes of the marketing of teaching aids in primary and secondary schools of S Publishing house.Based on the research of this thesis,I have visited a number of companies,such as publishing houses,Xinhua bookstore,campus bookstore,education bureau,private book company,primary and middle school,etc.through in-depth exchanges,explored the innovative ideas and methods of learning materials marketing.In this paper,learning materials for primary and secondary student of S Publishing house are used as the research objects,and theories and literature research methods,field survey methods,and case study methods are used.The 4Ps marketing theory,STP theory,and new media marketing strategies are used as the theoretical basis.PETS analysis is used to analyze the external environment of S Publishing house,and uses the Porter's Five Forces Model to analyze the competitive environment of the learning materials industry;In addition,the analysis of internal resource capabilities is mainly carried out from the publisher's product quality and brand,team size,editorial layout,product innovation,business activities,and financial resources,and then clarifies the advantages and disadvantages of the publishing houses;based on SWOT analysis,the paper believe that S publishing house has many shortcomings such as lack of innovative consciousness,single outdated marketing methods,weak brand awareness,and low quality books.S publishing house should overcome their disadvantages,seize opportunities,integrate resources,and form brand effects.Through the analysis of the marketing status of S publishing house,the problems of marketing strategies are summarized.The main problems are:inaccurate market positioning,short enterprise operation time,incomplete change of business philosophy,backward management,lack of compound talents,and incentive mechanism.The fault-tolerant mechanism is the underlying cause of the problem;based on the analysis of the cause of the problem,through market segmentation,clear product positioning,and propose new marketing strategies combinations,including:high-quality product strategies,differentiated discount pricing strategies,Place combination strategies,promotion diversification strategies,etc.Finally,according to the actual situation of S publishing house,a series of safeguard measures are proposed to optimize the internal processes of the organization,enhance the marketing team's capabilities,establish an advanced corporate culture that is compatible with corporate development,establish a scientific and reasonable tolerance mechanism,and improve the company's marketing incentive mechanism,then ensure the smooth implementation of marketing strategies..The main conclusion of this article is that S publishing house should pay more attention to marketing,continue to promote product and business model innovation based on market demand,and rely on product differentiation strategies to make the company's learning materials stand out in the market competition,establish a publishing house brand;gradually expand market share through differentiated discount strategies;fully tap the potential of the Internet and new media place,establish a place diversification model,and improve marketing effectiveness;and establish a foothold in the future publishing market through internet marketing and new media marketing strategies.In addition,it is necessary to adjust in time according to the changes in the overall marketing strategies of the S publishing group,to develop synergistically with the brothers' publishing houses within the group,and to complement each other's advantages,finally,achieve the healthy and sustainable development of S publishing house's business of learning materials for primary and secondary student.