| Since the reform and opening up,China’s publishing industry has ushered in unprecedented prosperity.At the same time,it is also facing unprecedented tests.In recent years,the press and publishing units have gradually completed the system reform from public institutions to state-owned enterprises.Facing the pressure of transformation,China’s publishing industry has come to a crossroads.Whether publishing enterprises can better adapt to the market economic system determines their competitiveness in the industry.In 2010,T publishing house completed the system reform from public institutions to enterprises with the general trend.With the increasing competition in the book market,if T Publishing House wants to move forward bravely in the tide of system reform,it urgently needs to strengthen its market competition consciousness and book marketing planning ability,so as to adapt to the fierce competition.Based on new media marketing theory,STP theory,4Ps theory and traditional book marketing theory,this paper studies the literature.Through case analysis and questionnaire survey,this paper studies the factors affecting the middle school book marketing assistant of T publishing house,this paper finds out the problems existing in its marketing process: weak brand awareness,lack of variety richness,insufficient content innovation,insufficient price elasticity,and relatively single marketing channel.This paper analyzes the deeper reasons behind it,gives improvement measures from the four aspects of product,price,channel and promotion,and puts forward optimization schemes,so as to make T Publishing House’s secondary school teaching auxiliary books have more advantages in market competition.The innovation of this paper is reflected in the marketing improvement strategy for secondary school teaching auxiliary books.The strategy is not aimed at the whole book market,nor at the teaching auxiliary book market in the book category,but carries out market segmentation in combination with the publishing direction and Book Varieties of T publishing house,focuses on the middle school teaching auxiliary book market,studies the marketing status of T publishing house,using 4P theory,find out the problems.The state has issued the "double reduction" policy,which adds new content to the product strategy and promotion strategy,and tries to give the marketing direction of secondary school teaching auxiliary books in the future under this policy background.It provides the possibility for the healthy and sustainable development of T Publishing House’s secondary school teaching auxiliary books,and can also provide some reference for other publishing houses. |
