| At this stage,with the continuous development of economy,the application of big data has been welcomed by people.The development speed of new media technology has gradually accelerated,driving the development of online education.At the same time,it has affected the marketing environment of the book industry,and the publishing industry has accelerated the upgrading to publishing service,but the original book marketing strategy can not meet the development of the new environment at this stage.In the follow-up development process of the teaching auxiliary materials market,if you want to expand its market share and improve the competitiveness of the industry,The competition is still very fierce.In addition,the promulgation and implementation of the "double reduction policy" will face severe challenges to the 21st century newspaper,the publishing house of teaching auxiliary materials related to students.In this context,this paper takes the 21st century newspaper as the research object.Firstly,according to the marketing theory and literature,this paper expounds the concept and essence of marketing,book marketing and teaching auxiliary materials,and summarizes the representative research results of marketing of books and teaching auxiliary materials at home and abroad;Then it introduces the 21st century English newspaper,analyze the marketing market and competitive market faced by the 21st century newspaper with the help of various tools,such as "Porter’s five forces model" and pest tool and makes a detailed analysis of the internal and external environment,opportunities and challenges of the 21st century newspaper industry by using SWOT analysis tool.Then use STP theory to analyze the marketing strategy of the 21st century newspaper.Then through the questionnaire survey,this paper investigates and deeply analyzes the marketing status of teaching auxiliary materials of the 21st century newspaper.Interview the marketing personnel of the 21st century newspaper,find out the shortcomings of the teaching auxiliary materials of the 21st century newspaper in the actual marketing process;Finally,based on 4Ps theory,formulate the basic strategy of product marketing under the new situation,including analysis from four basic aspects:product,price,channel and promotion.It is hoped that the research on the marketing strategy of teaching materials in China in the 21st century can make a profound contribution to the sustainable development of teaching materials in China. |
