Research On The Book Marketing Strategy Of JS Publishing House

With the increasing marketization of book publishing,the competition of book publishing becomes more and more fierce.At present,the severe reality of oversupply in the book market has greatly increased the difficulty of the book marketing of the traditional state-owned enterprise publishing house.The traditional producer dominated book distribution mode can not adapt to the rapid "nuclear change" market environment.Moreover,the enhancement of the dominant position of the market brought by digital technology puts forward higher requirements for the change of marketing thinking and the innovation of marketing concept of enterprise managers.If the publishing house wants to win a favorable position in the market competition,it must face up to the book marketing work,and enhance the internal market competitiveness through the improvement of management methods and the optimization of marketing strategies.Taking JS publishing house as the research object,this paper is committed to exploring the marketing strategy suitable for the development of the enterprise.First of all,the paper discusses the contradiction between the consumer's intention to buy books and the supply and demand of book marketing at this stage,and then analyzes the current situation of JS Publishing House's book marketing business by using the 4P theory.The main problems found include excessive reliance on teaching materials,lack of digital publishing,etc;Then,from the macro environment of marketing work,PEST analysis is carried out from the four aspects of politics,economy,society and technology;Then,Porter's five forces model is used to analyze the medium environment of the industry;Finally,starting from the micro environment,this paper makes SWOT analysis on the marketing work of JS publishing house,and analyzes its internal advantages and disadvantages and external opportunities and threats.Through the analysis of macro,meso and micro perspectives,this paper analyzes the market environment and its own development situation faced by JS publishing house from comprehensive to detailed,which provides the basis for the formulation of marketing strategy and the choice of enterprise's overall strategy.Then it subdivides the market of JS publishing house,selects the target market and determines the market orientation of JS publishing house.According to the analysis results and market positioning,this paper discusses the marketing strategies of JS publishing house from four aspects: product,price,channel and promotion.This paper also puts forward four safeguard measures to ensure the smooth implementation of marketing strategy through the analysis of the current situation of JS publishing house and the formulation of marketing strategy.To a certain extent,the research of this paper can make JS Publishing House improve its marketing strategy according to its own actual situation,constantly try and explore,realize the unity of social and economic benefits,and provide reference for other similar publishing houses' book marketing.