Research On Marketing Strategy Of Children’s Books Of G Publishing House Under New Publishing Mode

Since the 21st century,with the development of national economy and the increase of national income,people pay more and more attention to the improvement brought by reading,especially in the aspect of education,more and more parents begin to pay attention to the training of children,and the market demand for children and children’s books gradually shows a trend of growth.In recent years,under the impact of the novel corona virus epidemic,the development forms of children’s books are becoming more and more diversified,which brings new challenges to children’s book publishing houses,but at the same time,opportunities come along.Limited by the overall scale of the market demand,the future competitive pressure in the field of children’s book publishing will also be greater and greater.In this context,to explore the development of the new situation will be the only way to press.At present,the profit of children’s books in our country is mainly contributed by the head publishing house,there are still more than a few publishing houses in the loss state.G Publishing House,which is mainly based on traditional marketing mode,is facing the current situation of inadequate marketing.It is in urgent need of exploring appropriate marketing strategies and optimizing marketing system,so as to realize the healthy development,upgrading and transformation of the publishing house.This paper uses the literature research method to integrate the theoretical research of domestic and foreign scholars on the marketing of publishing houses,and takes G Publishing House as the research object.Firstly,it introduces the basic situation of G Publishing House from the general situation of the publishing house,the organization structure and the business of children’s books.Then it explores its marketing status from the four aspects of the publishing house business,products,pricing,channels and promotion methods.Secondly,through questionnaire survey and interview,it concludes that the publishing house has problems such as single product,variable pricing,single channel and solidified promotion mode.Then through qualitative and quantitative analysis,the causes are obtained,including serious product homogeneity,single discount,unsound marketing system and the lack of management of promotional activities planning.Finally,the paper puts forward the following suggestions on the marketing strategy of G Publishing House from four aspects of product,price,channel and promotion: In terms of products,the quality of products should be improved from multiple angles to promote the construction of product brands;In terms of price,we should combine the selling price strategy to improve the added value of products,and establish differentiated pricing and standardized book price system.In the aspect of channel,strengthen the service management of channel agent and build the structure of online and offline marketing channel;In terms of promotion,we should innovate promotion methods and optimize the management means of discount promotion,and implement the integration of traditional and new media promotion.In the post-epidemic era,faced with a more challenging competitive environment for books,the traditional business model driven by book content will encounter a bottleneck.On the one hand,the study of G Publishing House’s marketing strategy is helpful to improve the current situation of its inadequate marketing,promote its timely optimization of marketing strategy,and help the publishing house achieve healthy development and upgrading and transformation;On the other hand,the study of marketing strategies of publishing houses can provide reference and suggestions for other traditional marketing models of the same type of publishing houses to explore appropriate marketing strategies,so as to relieve pressure,find a breakthrough and adapt to the trend of fusion publishing.