| With the development of information technology,the publishing industry has entered the digital era.Great changes have taken place in the publishing mode and marketing mode of educational books.The development of traditional educational books has slowed down,and digital publishing has gradually entered schools and families through online classes,e-books and online platforms.The scale has been expanding,compressing the market of traditional educational books.Market changes make publishing companies need to transform from traditional publishing mode to digital publishing mode;In the process of transformation,some publishing companies are eager for success.The transformation is too fast,digital publishing has not established a profit model,and the market share of traditional educational books has been lost,resulting in operational difficulties for publishing enterprises.Each publishing company realizes that the development of digital publishing needs to formulate development strategies according to the enterprise’s own situation and the environment of the target market.Digital transformation is a gradual process.The publishing of traditional educational books has not completely withdrawn from the market,which determines that in the future,publishing companies need to publish educational books in a combination of online and offline.Traditional educational books combine digital publishing technology to ensure the stability of the company’s operation.Under the background that digital publishing has become the future publishing direction,YY publishing company must also comply with the development of the times and carry out digital transformation in combination with its own advantages.At present,YY publishing company has some advantages mainly in the resources and channels of educational books,and the company’s performance is relatively stable.However,YY publishing company has problems that educational book products can not meet customer needs,customer costs are high Inconvenient use of products,single communication mode and other problems.The reasons for these problems include the low degree of marketization of the company’s operation,the lack of market segmentation,the selection of target markets and the establishment of market positioning,the lack of marketing innovation using Internet technology,and the failure to establish a marketing management model suitable for the digital age.In order to solve the marketing problems of YY publishing company,it is a better way to optimize the marketing strategy of YY company.This thesis intends to use the methods of comparative analysis and core competitiveness analysis to study the marketing strategy of YY publishing company,put forward the optimization strategy combined with 4C theory,conduct STP analysis,establish the optimization principles,objectives and contents,and optimize the marketing strategy from four aspects: customer demand,customer cost,convenience and communication,And put forward the corresponding guarantee scheme to ensure the implementation of the strategy,improve the marketing efficiency of educational books of YY company and accelerate the development of the company.Through the research,we strive to solve the problems existing in YY publishing company and enrich the theoretical research on the marketing strategy of the publishing industry,which also has a certain reference significance for other companies in the publishing industry. |
