Research On Marketing Strategy Of Economic And Management Books Of ZGJJ Press

ZGJJ press,as a Central Publishing House,is a well-known Professional Publishing House in China.In the 33 years since its establishment,ZGJJ press has achieved excellent results and enjoys a good reputation in both economic and theoretical circles in China.However,with the development of social economy and science and technology,facing the new environment situation,the challenge in the future is more severe.The growing popularity of e books,the serious decline in the market share of paper books and the inability of old distribution methods to adapt to changes in new markets have led to slower and slower growth in book sales.At the same time,the rise of online bookstores,the traditional book marketing has brought a huge impact,these problems are seriously affecting the development of ZGJJ press.To this end,ZGJJ press in order to be able to change the market in an unassailable position,we must make new changes.In this paper,ZGJJ press as the research object,focus on the publishing house of Economic and management books marketing problems.First of all,using the 4P marketing theory,this paper analyzes the current marketing situation of ZGJJ press' s economic and management books from four aspects of product,price,channel and promotion,and puts forward the problems existing in the current marketing strategy.Secondly,the marketing environment of ZGJJ press is analyzed from macro-environment,industry environment and internal environment,and the advantages,disadvantages,opportunities and threats of ZGJJ press are obtained through SWOT analysis,on this basis,the paper analyzes the demand situation of book market and customers,and gives some suggestions on strategy improvement,such as product,price,promotion and channel,which is the combination of 4Ps and 4Cs,also from the Operation Management System Protection,human resources protection,financial protection and information resources protection four aspects of the implementation of marketing strategy protection measures.It is hoped that the research results of this paper can be used for reference by ZGJJ press and other similar enterprises.