Chapter 2 marketing principles-books

 

Principles of marketing-books

Chapter 2 Company and marketing strategy: establishing customer relationships

Given specific national conditions, opportunities, goals, and resources, each company must find the most valuable strategy. This is what we call strategic planning. Strategic Planning paves the way for the company's subsequent plans. Generally, large companies prepare annual plans and long-term plans. The final part is strategic planning.

 

Annual Plan

For many publishers, the annual plan is basically there. In this annual plan, the most important part is the selection plan. Even many publishers use the selection plan as the company's overall annual plan to see which books we will publish next year and then develop related marketing plans based on the publishing plan. In the 95 publishing houses in China, basically no marketing department can know what books to publish before the publishing plan is released. Why? The article about the survival status of the marketing department of China Publishing House has fully explained this issue. You can click here for reference.

 

When should the marketing staff become the leader of the publishing house? It is time for the publishing industry to leave the winter. At this time, book marketers should also improve their skills and strive to temporarily change their embarrassing situation in the next online publication.

 

Vision Planning

For many publishers, there is no vision. In this industry that is not monopolized, everyone has always felt that the plan has not changed fast. Although many books, both the initial printing volume, the initial volume, and the final sales volume, are declining, it does not block the publishing enthusiasm of the publishing house. Still crazy!

Of course, this has a lot to do with China's national conditions, especially some large state-owned publishing houses. Our Publishing House was 0.2 billion last year. How can it be less than 0.2 billion this year! As a result, many books are still published. Although each smart President understands that the more products they produce, the more difficult they bring to marketing. Because every book product has different values and different groups of people, this puts a lot of pressure on the marketing staff of the publishing house. This will be the focus in a moment, and that will be the focus in a moment, as a result, there is no focus, and a book is not well marketed.

As a result, the publishing house's vision planning should focus more on the product line and key book marketing.

 

Strategic Planning

Now, if I want to interview some publishers, ask them what their strategic plans are? Some may say that as long as you have money, everything can be done well? But starting from the press's social responsibility, what is the strategic plan?

(1) online publishing

(2) Network Marketing

(3) Sales Channel shuffling

(4) Strategic Planning of product content

 

I. Strategic Planning

1.1 define the mission of market orientation

As mentioned above, the publishing industry must use the market-oriented mission to change the current situation. Brand building for publishing houses
,The name of a book.

From the perspective of a company, many companies define their missions with products or technologies, but products and technologies will eventually become obsolete, but the basic market needs will always exist.

For example:

 

China CHAPTER branch of Machinery Industry Press

It gives everyone the first feeling: This is a company that publishes books.

It gives some people the first feeling: This is a company that publishes management and computer books.

Product-oriented definition: We publish books

 

If you use a market-oriented definition:

We provide customers with solutions to customer management and information technology problems.

 

One is the definition of product orientation, and the other is the definition of market orientation.

Of course, the definition of market orientation also has the following principles:

(1) Managers should avoid being too narrow or too wide. For example, a pencil factory says that they are engaged in communication equipment business.

(2) Use should be realistic. For example, Singapore defines its mission as the largest airline in the world.

(3) The mission should be specific

(4) The mission should adapt to the market environment. For example, the current network has caused revolutionary changes to many businesses.

(5) The mission should be encouraging. A company's mission should not be justified to achieve more sales or profit-profit is only a reward for carrying out valuable activities.

 

 

1.2 design company goals

1.3 design business portfolio

1. Under the guidance of the company's mission statement and objectives, the publisher must plan its own business combination to form a collection of the company's business and products. Everyone knows that the best business combination should adapt the company's strengths and weaknesses to opportunities in the environment.

Step 1: analyze existing business combinations

Currently, Boston growth-Share Matrix is adopted internationally.

Publishers should analyze their products published each year based on this matrix.

Of course, you can analyze this matrix chart in several ways. The first type is divided by sales volume in a specific life cycle of all products. The other is divided by product line. For example, in the field of computer books and publishing, we can look at what categories are star categories and what categories are thin dogs.

Any business unit can adopt one of four strategies (development, persistence, harvest, and abandonment). The company can invest more in developing the market share of the business unit, you can also invest appropriate funds to maintain the current share of the business unit. The company can reap short-term cash flows from strategic business units without considering the long-term impact. The company can also abandon its strategic business unit by selling or stopping the business and put these resources elsewhere.

2. Develop strategies for enterprise development or streamlining

 

The main responsibility of marketing is to make the company profitable. Marketing should identify, evaluate and select market opportunities, and formulate strategies to seize opportunities.

An effective tool for identifying development opportunities is the product-market expansion grid (Product/market expansion grid)