The Dissemination Strategy Of Bestsellers' Marketing

The publication of bestsellers is one of the most important means for publishers to increase its power of competition. It has become a popular strategy in publishing industry to turn out bestsellers profusely owing to its high profit, short sale period and fast fund return. The success of bestseller-strategy is an indication of maturity of the publishers in the competition of markets. How to do it well in the publication of bestsellers is now a subject of topical interest. Many factors are at work in making a book a bestseller, but the most important one is the dissemination of the book related. Dissemination is not only a means of marketing but also a service, a sign of being responsible for the reader, the author and the publisher himself. A successful dissemination will enable a bestseller to live up to its true name and avoid any possible failure in selling the product.This thesis falls into four parts in its analysis of marketing strategy in dissemination. In the first chapter, the concept of dissemination is defined and the significance of publishing bestsellers elucidated. The second chapter introduces and analyzes several essential elements in dissemination, while its importance is duly highlighted. The third chapter gives a brief introduction to the strategy of dissemination in the world, with a case analysis of success in dissemination at home and abroad. Finally, based on the understanding of the success in dissemination of bestsellers in world market and the problems in the marketing of bestsellers in our country, the thesis proposes the right strategy of dissemination suitable for the Chinese market.This thesis, citing and analyzing many cases, has elevated the practice of bestseller marketing dissemination to a height of theoretical significance and has afforded its views on the possible effort to be made in bestseller marketing. It is hoped that this thesis will be, in a way, conducive to the bestseller marketing and, at a broader level, to the prosperity of the publishing undertakings of our country.