Research On Marketing Strategy Of Longmen Publishing House For Teaching Supplementary Books For Primary And Secondary Students

Longmen Publishing House has engaged in publishing teaching supplementary books for more than 30 years,and has been a banner in the teaching supplementary books market.After the rapid growth of sales in 2017 and 2018,the growth rate has dropped sharply in 2019 and 2020.It is urgent to find out the reasons and provide solutions for this.This paper will analyze the operation situation of Longmen Publishing House from the perspective of marketing,conduct an SWOT analysis combined with the internal and external environment and industry competition environment it is facing,and then formulate its marketing combination strategies.This paper introduces the definition and essence of marketing with the marketing theory and literature and summarizes the representative research results of book marketing at home and abroad;introduces and analyzes the marketing status of teaching supplementary books in primary and secondary schools of Longmen Publishing House and finds out the existing problems and reasons of its marketing;analyzes the current internal and external environment and industry competition environment of Longmen Publishing House with the PEST,Porter's five forces model and six elements model;explains advantages,disadvantages,opportunities and challenges of Longmen Publishing House in the marketing environment with the SWOT tool and defines its developing strategies in the new environment;and finds out its market positioning with the STP theory and in turn to formulate its marketing combination strategies in the new environment from four aspects of product,price,channel and promotion by using the 4Ps theory.It is found that there are some problems in the marketing of the teaching supplementary books in Longmen Publishing House,such as slow growth,unbalanced sales and insufficient channel expansion.In terms of environment,the continuous promotion of new textbooks,new college entrance examination and other new policies has provided opportunities for market expansion,the progress of science and technology has led to the revolutionary development of teaching supplementary products in the form,purchase channels and publicity methods,and the vigorous development of online education has also brought great variables to the publishing industry.Teaching supplementary publishing enterprises should seize these opportunities,develop new products,speed up the pace of digital transformation,strengthen the construction of network sales system,enrich network marketing means,promote all-media marketing,and build a new O2 O marketing mode.It is expected that this study can provide a practical and effective marketing strategy for Longmen Publishing House,and also provide a useful reference for similar enterprises.