Research On Textbook Marketing Optimization Of JZ Company

With the development of the Internet and the wave of digitalization sweeping the world,textbook sales in the publishing industry are also undergoing a transformation from the traditional offline channel to the online channel dominated by mobile terminals.The competition in the publishing industry is becoming more and more fierce.Facing more and more strong rivals,many publishing industries cooperate with e-commerce platforms with the help of e-commerce.This paper takes JZ Company as the research object and puts forward some suggestions to optimize its textbook marketing.First of all,the marketing theories and research results related to book and digital marketing at domestic and abroad are reviewed.Then,it describes the current situation of textbook marketing of JZ Company,adopts the method of questionnaire survey and interview survey,and analyzes the problems existing in the current textbook marketing of JZ company according to the theoretical guidance of 4P combination of marketing.In terms of products,the problems mainly include a small number of electronic textbooks,no product difference from other competitive companies,outdated textbook content,which affects the quality of textbooks.Lack of product packaging features.The main reasons for these problems are that JZ Company started late,lagged behind in product digitization,did not subdivide the market,did not investigate user needs,did not pay timely attention to the update of relevant content of textbooks,and then ignored the need for revision of textbooks.In terms of price,the main problems are the high price of teaching materials caused by high cost.The main reason for these problems lies in the existence of physical bookstores in JZ Company,which have relatively high costs in all aspects,and the textbooks have always maintained high quality.In terms of promotion,the main problems include low marketing efficiency of teaching material exhibition,high cost of the way of college representatives,and immature technology of using the platform to promote teaching materials.The main reason for these problems lies in that JZ enterprise neglaks the combing and tracking of customers,does not implement hierarchical management,relies on the inherent promotion for a long time,and has a conservative ideology,is not sensitive to the development of new media,and does not make reasonable use of the new Internet platform.The main problems in channel are unreasonable structure and channel.