Research On Marketing Strategy Of Children's Books In DZ Publishing House

Due to on-going deep reforms of cultural system in China,great changes have taken place in the publishing industry.Publishing enterprises exsiting in the intensively competitive book market,have been continuously improving management efficiencies to make published books meet the needs of target readers,and striving to make target readers not only buy but also read books.In today's society,the development of publishing enterprises can no longer be guided by the traditional marketing model of books,because the traditional model has some drawbacks in the actual management process.If guided by the traditional book marketing model,the development of publishing enterprises is highly likely to be limited.Under the condition of market economy,the competition of book market is intense,which means that the managers of publishing houses should be innovative,and thus creating new opportunities for publishing houses.Publishing house managers should not only have a passion for publishing,but also be good at marketing and specialized in marketing.Publishing products managed by publishing house managers should not only satisfy social benefits and embody socialist civilization,but also create economic benefits to win the battle of marketing in the complex and changeable book market.However,the chanllenge of how to finish marketing jobs excellent is of great importance for publishers to be faced with.A great number of data show that DZ Publishing House has made great achievements in book marketing of children.The reason why DZ Publishing House could succeed in the marketing process of children's books is worth exploring and learning to other children societies.In addition,those publishing houses with self-financing can discover the reasons for DZ's success from experiences as well.Based on those discoverments,the publishing houses could have some analysis towards the current strategy,hence making some adjustments to formulate and implement the marketing strategy based on personal conditions.After field survey and continuous research,it is realized that the marketing strategy for children's books of DZ Publishing House played an significant role in sustaining appropriate market share and achieving great success.Therefore,the research object of this paper is the marketing method of children's books of DZ Publishing House.Taking characteristics of children's books of DZ Publishing House into account,this paper will analyse the marketing strategy and current marketing situation of children's books formulated by DZ Publishing House to summarize the reasons for success of marketing method of children's book of DZ Publishing House based on actual sales data.Apart from the success reasons,internal and external environment of children's books market and advantages and disadvantages of enterprises will be introduced.From the point of view of holistic DZ Publishing House,for the purpose of maximising market shares and stabilizing the market position of children's books,this paper will analyze its market positioning and therefore locking the target consumers eventually.Through the study of DZ Publishing House,this paper chooses children's books as the research object of subdivision.Through the method of integrating theory with practice,this paper uses4 P theory and PEST analysis method to analyze the current situation of children's books marketing of DZ Publishing House,and points out the existing problems of DZ Publishing House in the aspects of product,pricing,distribution channels,publicity and promotion strategies under the existing marketing strategies.The corresponding improvement strategies aiming to address existing problems are put forward,and then the implementation effects of the improved strategies are analyzed,from which good results are obtained.