A Study On The Publishing Of Calendar Books In China(2012-2019)

In recent years,carrying forward traditional culture and strengthening cultural self-confidence have become the main theme of the society.Chinese excellent traditional culture not only needs to be passed down from generation to generation,but also needs to be innovated.With the development of mobile Internet and the formation of people's fragmented reading habits,calendar book,as a cultural carrier,is loved by people with rich theme content,beautiful binding design and catering to the fragmented reading habits of people nowadays.As a new form of books,calendar books occupy a certain market share.There are only four kinds of calendar books in 2012,2016 is called the first year of calendar book publication,and 2019 is close to 200 kinds.Typical calendar books include the Palace Museum calendar,the National Museum calendar,One-Way calendar,clove health calendar,etc.More and more publishing units join in the publishing tide of calendar books,publishing a variety of topics of calendar books,making the publishing of calendar books become a publishing phenomenon that can not be ignored.On the one hand,the research on calendar books is beneficial for publishers to develop experiential and interactive products from people's life and entertainment,so that readers can experience life aesthetics,fashion aesthetics,and enhance their sense of gain and happiness.On the other hand,the calendar book uses audio,video,AR and other technologies,which is also a useful exploration for publishers to transform and upgrade.How to promote the healthy and orderly development of the calendar book,how to let readers experience the charm of the calendar book has become one of the key contents of the current calendar book publishing research.In this regard,this paper takes the calendar book as the research object.Firstly,it uses literature review and survey analysis to sort out the relevant research results at home and abroad,and analyzes the current situation and basic situation of the calendar book research,and finds the shortcomings of the current research.In order to study the development process of calendar books,collect the 2012-2019 calendar books published and sort out the number of varieties and publishing units of calendar books.Then it analyzes the four characteristics of calendar book publishing: culture,timeliness,gift and interaction,and analyzes the factors that affect calendar book publishing from four aspects of politics,economy,society and technology.Secondly,the current situation of calendar book publishing is analyzed.The production and marketing of calendar books are analyzed.Then,focusing on some calendars published on the market in 2019,this paper analyzes the content of topics,publishing institutions,pricing,publishing time and sales,and concludes that the three types of calendars with the largest market share are historical and cultural,literary and artistic,life and health preservation.In order to understand the reader's satisfaction with the calendar book,this paper uses Octopus data analysis software to understand the product evaluation of the readers who buy the calendar book on the e-commerce platform,online and offline questionnaire survey to understand the readers' purchase situation,and in-depth interviews with ten readers to understand the consumer behavior and overall evaluation.On the basis of the above content analysis,this paper summarizes the existing problems of the current calendar book,including following the trend of publishing,serious homogenization;neglect of details,lack of service awareness;inadequate marketing,weak brand awareness.Based on the previous analysis,the author concludes that the three most popular types of calendar books in the market are history and culture,literature and art life,and health preservation.Next,through case analysis,the author analyzes the typical outstanding representatives of the three most popular types of calendar books in the market.The representatives of history and culture are forbidden city calendar,literature and art life are unidirectional calendar.The representative of health care category is health calendar,which analyzes the topics,editing team,binding design and marketing methods,and summarizes their publishing advantages.Finally,in view of the existing problems,the paper puts forward the development suggestions: the topic selection planning link should subdivide the market,deepen the content,including the focus publishing,strengthen the characteristics;based on their own,deepen the topic selection.In the editing and design process,readers' thinking and experience should be improved,including professional team and excellent production,integration of technology and rich functions,differentiated pricing and regular discount.In terms of marketing promotion,it is necessary to build brand and multi-channel marketing,including social interaction and fan economy;settleing in e-commerce and precise marketing;experiencing offline and establishing image.