以《高等教育城市轨道交通系列教材》的出版为例,介绍了高校新兴专业教材出版的4P营销策略设计方案,即以前期的市场调研为基础,以正确的产品策略为依托,对产品进行合理的定价,采取符合市场规律的渠道策略及精细化、专业化的促销策略。 Taking the publication of “Series of Higher Education Urban Rail Transit” as an example, this paper introduces the 4P marketing strategy design scheme of new emerging professional teaching materials published in colleges and universities, which is based on the previous market research and based on the correct product strategy, The pricing, in line with the laws of the market channel strategy and meticulous, professional marketing strategy.