Research On The Children’s Book Marketing Strategy Of TY Company

With the continuous improvement of the quality of life,people have gradually increased the expenditure of book products consumption,which not only shows that the public has begun to have requirements for book products,but also shows that the book market is expanding thanks to the continuous optimization of the book marketing strategy.With the ongoing increase of the main body of the book market operation,the variety of marketing is diversified and complicated,the major book enterprises in the face of the severe situation of market shrinkage,all began to pay attention to the development of book marketing activities.In addition,the development of e-commerce makes online book purchasing gradually become the main mode of digital book consumption,and more online bookstores and electronic books emerge at the historic moment.In such a new and old book market,consumers hope to obtain more convenient reading experience and more favorable prices,which also makes the book operation subject face more brutal market competition.Therefore,this paper takes the children’s book products of its own enterprise TY company as the main body of research,and carries on the research of marketing strategy,which has certain market guiding value and practical significance.This paper aims to study the children’s books marketing related level content,with 4P theory as the guide to carry out research.First of all,this paper takes the overall development environment of children’s books market as the research background,takes the expansion of the TY company’s book market share and the company’s influence as the main research objective,and aims at promoting the development of book marketing theory as the research significance.Through the research situation at home and abroad,this paper proposes the research content and ideas;Secondly,guided by STP theory,4P theory,the marketing environment of TY company is the main research content.Based on the good industrial policy,technical environment and the gradually expanded scale of the industry,the paper analyzes the current situation of the book product marketing of TY company,points out the problems existing in the book product marketing of TY company,and analyzes the reasons for the problem;Thirdly,from the product strategy,price strategy,channel strategy,promotion strategy and service strategy five directions proposed TY company book product marketing strategy optimization plan;Finally,in order to ensure the smooth implementation of TY company’s book product marketing strategy as the main goal,to ensure the effectiveness of 4P strategy,put forward its product marketing strategy implementation guarantee system,in order to promote the expansion of TY company’s book product market share.It aims to promote the overall performance of TY Company through the research and implementation of the above marketing strategies and optimization strategies.It is believed that with the improvement of TY Company’s competitiveness in responding to the current book marketing environment,it will continue to explore a more open and stable children’s book market,providing a theoretical basis and practical reference value for the development of marketing theory and practice in the Chinese children’s book market.