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Xinhua Bookstore New Marketing Strategy

Author: WangXiKai
Tutor: LiuBaoCheng
School: University of Foreign Trade and Economic
Course: Business Administration
Keywords: Xinhua Bookstore Book Distribution Marketing Strategy
CLC: G235
Type: Master's thesis
Year: 2002
Downloads: 537
Quote: 2
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Abstract

20 years of reform and opening up, Chinese book industry has been rapid development and become an expansion, potential independent industrial system. As China's book market is the main channel of distribution Xinhua Bookstore, with Chinese publishing industry development are closely related. On it, we can not only see a very strong planned economy, but also to feel the response to a market economy under the conditions of fierce competition in the market caused by the change. At present, China has reached a publishing system tackling the critical moment, research and development of Xinhua Bookstore future marketing strategy, related to the glorious history of 65 years with state-owned enterprises rise and fall on the future of China's development trend of book distribution industry also has far-reaching significance. Strictly speaking, book marketing studies should involve publishing, distribution, customer three aspects, which in book publishing enterprise marketing activities for the study, which explore how publishers need to adapt to the market organization, selection, design manuscript, How to book promotion, how to open up the market through various distribution channels; also studied the publisher promotion, sales techniques, the organization of supply and market competition. As conditions and time constraints, coupled with the industry for publishers book marketing discourse has been more fully, so this article focuses on the Xinhua Bookstore's marketing strategy research and analysis, in particular marketing concept and marketing on innovation and change. In China, the book publishing companies take the initiative to seek the guidance of marketing theory, only ten years time. Book book marketing industry in our country's research has made a lot of results, but in practice, but did not fully established marketing concepts. In order to fierce competition in the book market to survive, the development of plans for the issuance of the main channel of Xinhua Bookstore, urgent change marketing concepts, improve service quality. This paper briefly discusses the reform and opening up 20 years of the three stages of the book publishing industry development, through the various stages of publication, distribution contrast to the situation analysis, the book market of China's transition from a seller's to a buyer's market thesis, then right our book buyer's market characteristics are analyzed and demonstrated. Then, the operating status of state-owned Xinhua Bookstore, China carried out reform of book distribution industry overview and focus on the book market from a planned economy to a market economy, a seller to a buyer's market transformation of this important transition period, the problems of Xinhua Bookstore a more detailed analysis. Secondly, the paper book market supply and demand changes in book publishing industry competitive analysis, China's WTO accession on the hair industry challenges and requirements of their own development, Xinhua Bookstore, the four aspects of the Xinhua Bookstore system challenges. It can be said, Xinhua Bookstore challenge is realistic, comprehensive, is imminent, we must draw our attention. Then this paper analyzes the changes in the pattern of book publishing and distribution structure of the new model. Pointed out that the concept of change Xinhua Bookstore for marketing and marketing tools the need for innovation. Finally, the paper Xinhua Bookstore how to maintain and create competitive advantage, and to cultivate and build the core competitiveness studied. Pointed out that the Xinhua Bookstore to gain a competitive advantage, sustainable development, calm face challenges from all sides, on the one hand to build and improve the existing Chinese characteristics and consistent with WTO principles of book circulation system, breaking fragmentation, innovative marketing methods, improve the industry structure and establish a big market, big circulation. On the other hand, we should actively promote the marketing concept of change, efforts to improve the quality of service an established customer-centric marketing concept.

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