Study On Self-publishing In Horizon Of The Long Tail

With the development and popularization of network technology and digital technology, book industry has entered the era of omnimedia, and the traditional publishing model has affected by digital publishing models such as self-publishing. Self-publishing transfers the right of books’ production and dissemination from organized institutions to disperse masses, changing the market pattern of book industry. Under the perspective of The Long Tail, this paper attempts to carry out a beneficial exploration of the unstructured, non-organized new publication form through the integrated use of communication, marketing theory, and so on.Firstly, it starts from the document literature of study on self-publishing at home and abroad, making a note to the definition of self-publishing, further analyzing the characteristics, types of self-publishing as well as its difference with related publishing patterns such as network publishing, introducing the theory of The Long Tail and Niche market, analyzing its relationship with the books’ publishing.With regard to the study on self-publishing, this paper tries to conducts attempts theoretically and practically from three aspects of the formation of dissemination mode, the development of operating mode and the establishment of marketing strategy under the Niche market environment. First of all, it uses the related theory of communication to analyze the communicator, audience, communication content, communication channels and communication effects of self-publishing. And then it introduces the case of self-publishing platform in the United States, specific analyzing the operational process of e-books and print books self-publishing. Finally, it uses the related marketing strategy of The Long Tail and Niche Market to propose a four-step strategy of self-publishing books marketing opening Niche market, expanding Niche market, protecting Niche market and entering the mainstream market.The self-publishing is still at an early stage in China, some network platforms, such as Douban reading, Your publishing house, Shengda literature, have started the exploration on self-publishing. However, the self-publishing in China still has some problems such as vulgar content, copyright disputes, weak marketing, according to this situation, in order to full realize the social and cultural values of the spirit product of books, this paper finally puts forward suggestions for the development of self-publishing in China from three aspects of the national industrial policies, traditional publishing institutions, network publishing platforms, so as to be beneficial for the standardized and healthy development of self-publishing in China.