THE RESEARCH ON MARKETING STRATEGY FOR ELEMENTARY TEXTBOOKS OF THE INNOVATIVE 1~9 CONSECUTIVE CURRICULUM

• Main Authors: HUANG CHIH SHENG, 黃志生
• Other Authors: CHEN CHUN JUNG
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/97505837507750719712

碩士 === 南華大學 === 出版事業管理研究所 === 91 === The innovative 1-9 consecutive curriculum for textbooks is a new milestone. The study aims at collecting strategies of textbook makers and pointing out the present status of sales and marketing for textbooks used in primary schools. The four “P” strategy, product, price, placement and promotion is reviewed in order to understand the strength and weakness of bookmakers as well as to enhance the quality of textbook. The study’s purpose is as follows: 1.To realize the publishing status of textbooks used in primary schools. 2.To analyze sales and marketing strategies at publishing institutes. 3.To study the sales and marketing strategies of publishers and the method of facing market change. 4.To study current developments and problems in the supply and demand of textbooks. The research method is designed by studying framework and flow. The objects of study are qualified publishers of textbooks. The in depth and questionnaire interviews are applied upon doing researches. Literature review, relevant textbooks, and the background of publishers are also used in the study. In the process of the study, the conclusions are as follows: 1.The publisher should create a more complete line of products, become e-commerce capable. 2.The distribution should mainly include the consignees and expand the potential market. 3.The promotion should be arranged actively; apply it in a way of diversification and enhance the teaching skills. 4.The goal of service quality should rely on consumer’s satisfaction. The suggestions for the publisher: 1.Setting a good price for consumers (students of elementary school). 2.Increasing the strength of sales and marketing and policy strategy.