Research On Cross-border Marketing Strategy Of China CITIC Press

The rapid development of technology,culture and economy has changed the consumption environment,consumption content and consumption habits,and also profoundly affected the market and marketing environment of books.In addition,the scarcity of attention caused by information explosion is more and more common,and brand has become the focus of business in this era.Therefore,more and more enterprises constantly advocate new brand marketing methods,and push brand marketing to the height of "cross-border" or even "borderless" gradually.For the publishing industry,under the double pressure of the weak growth of traditional publishing and the popularity of digital reading,it has become the focus of the publishing industry to explore the way of brand marketing that can recapture readers’ attention.In this context,cross-border marketing,which is produced to conform to the trend of industry convergence and the change of consumption characteristics,has entered the publishing industry as a new marketing means,and has been paid more and more attention and discussion by publishing houses.Cross-border marketing is different from traditional book marketing,emphasizing "cross-border" and "cooperation",aiming at resource sharing and collaborative publicity,hoping to make use of the collision of elements of different brands to carry out book or brand marketing and bring different consumption experience to consumers.However,there are relatively few studies on cross-border marketing of publishing brands in the academic world,and there are also great differences in the understanding of the concept of cross-border marketing.Based on this,this paper will take crossborder marketing as the starting point,through summarizing and comparing the main viewpoints of academic and industry,to clarify the concept and connotation of crossborder marketing.Taking China CITIC Press,which has used many cross-border marketing strategies in the industry,as the specific research object,this paper firstly analyzes the necessity and feasibility of implementing cross-border marketing in China CITIC Press,and analyzes the current state of China CITIC Press’ brand and marketing.Induce several cross-border marketing ways commonly used by China CITIC Press in the adoption of cross-border marketing,including consumer channels cross-border,products cross-border and events cross-border,and found that China CITIC Press has limitations in planning cross-border marketing,such as the lack of in-depth cooperation that makes it difficult to reach the underlying logic of cross-border marketing;The ineffectiveness of cross-border communication,the ineffective operation of social media;The poor matching of partner brands and the lack of resource allocation capacity.Aiming at the problems of China CITIC Press,in this paper,by comparing the successful cases and combined with the current situation of the development of book marketing in China,provide some viable suggestions for China CITIC Press’ crossborder marketing.And In order to provide some reference for the cross-border marketing of publishing brands in China.