Research On Marketing Strategy Optimization Of H Publishing House

In recent years,with the acceleration of the transformation and upgrading of book digitization and the promotion of the transformation of publishing units into enterprises,great changes have taken place in the mode of book publishing and the marketing environment.Electronic publications are impacting the traditional public reading mode and book sales mode.The multi-dimensional book sales such as Weibo book sales,wechat official account book sales,network anchor carrying goods,Tiktok and Kwai marketing also have a profound impact on the traditional book sales mode,which have brought unprecedented challenges to the sustainable development of publishing enterprises.Small and medium-sized professional publishing houses should not only deal with the pressure of transformation and upgrading,but also bear the impact of the transformation of new publishing methods and sales strategies.at present,most small and medium-sized professional publishing houses still have a series of problems,such as lack of product planning ability,lack of attention to customer needs,lack of market response ability and so on.This paper selects the representative h publishing house as the research object.Firstly,it makes an in-depth investigation and Analysis on the marketing strategy problems and reasons of H publishing house,introduces the marketing status and marketing strategy of H publishing house,and summarizes the optimization suggestions of H publishing house in marketing strategy through macro environment PEST analysis,micro marketing environment analysis and "4P" and "4R" marketing theory,Finally,it puts forward the implementation ideas and feasible measures for the optimization of marketing strategy of H publishing house.Through the research,it is considered that the main problems of H publishing house are the lack of unified planning and management of book planning,immature market feedback mechanism and insufficient investment in new media sales.Through the optimization analysis of the marketing strategy of H publishing house,it is considered that breaking the existing pattern of H publishing house needs to establish a win-win development mechanism between enterprises and customers through multiple measures,such as implementing the high-quality product strategy of Yellow River books,establishing and effectively managing the customer resource base,increasing the stress ability to market demand and improving the hard strength of new media sales,so as to realize the long-term and sustainable development of H publishing house.From the perspective of H publishing house,guided by the "4P" and "4R" marketing theory,combined with the marketing status of H publishing house,this paper optimizes the marketing strategy of H publishing house,and tries to innovate the marketing theory in the publishing field.The marketing strategy optimization scheme of H Publishing House proposed according to the "4P" and "4R" marketing theory has certain reference significance for small and medium-sized professional publishing houses and other types of enterprises.