Research On Online Book Marketing

From the perspective of history, we can easily find that there is close relationship between business and technology. Technology promotes the development of business, at the mean while, the development of business asks for higher technology to support. Such a relationship has becoming closer after the widespread use of Internet. The computer technology is added into the traditional business, and their relationship is becoming tighter. Internet marketing is an example of this relationship. Since the beginning of the 20th century, information, digital and network technology have bring an great impact to the global publishing industry. As a result, more and more people realized that the Internet has played an important role in the publishing marketing, so that almost all of us have to begin to pay attention to the online book marketing. Indeed, the book marketing from all over the world is transiting from traditional to modern mold. Also, the book marketing online shocked traditional book marketing by its fast, interactive and "per-to-per" advantages. All these new changes bring us both opportunities and challenges. Book publishes as well as operators are required to face the challenge, to try new marketing model, and use the network technology to provide better products and services for the readers.The crux of the business success is not the "market share" but the "customer share." Nowadays, more and more publishing houses have realized the importance of readers. That is to say, readers have becoming the most important resources in the competition among publishing houses. In order to study the market we should firstly study the characteristics of readers’psychology and behavior, which is the very basic of good book marketing. A good books marketer should consider how Internet changed readers, what is the new trend will be and what is the reason of these changes. To face these changes, publishers should apply the variety results of scientific and technological progress to analysis customers’information, and then, to carry out the appropriate book marketing tactics. For online publishers who want to pursuit lasting profit must re-know online readers and build a good relationship with them in the long run. As a new form, Database Marketing can help publishers realize the "reader-centered" and enhance the reader’s loyalty as well as their "life-time value". Database Marketing is highly targeted, and is the basic of customer relationship management, so it can help publishers achieve "one-to-one" marketing easily. Like other field, customer relationship development in book industry has it own law of life cyclical called the life cycle of the reader. Readers at different stages of the life cycle have different values, so they have different needs. In order to enhance the reader’s satisfaction and loyalty, maximize the value of readers, publishers should distinguish different readers through different stages of the life cycle. Also, online publishers or bookstores should protect their readers privacy while they considering the relationship management strategy. Regardless they use the reader’s personal information in internal or shared with others, if it was not considered, there would be brought publishers or bookstores problems with negative impact.After understanding changes in demand rationally, publishers should analysis how to improve the main factors of marketing in order to adapt to the new challenges which the Internet brought to traditional book industry in the direction of customer relationship management strategy. Compared with traditional books product strategy, service has been paid unprecedented attention. The Internet environment decides the complex pricing system, so publishers need adjust pricing strategies dynamically according to the environmental changes. In the virtual world publishers can communicate with readers in different way more easily and cheaply. That means publishers could take advantage of new promotion method to attract more readers, and develop the sustainable customer relationships.Finally, as we all know, distribution system is a strong guarantee for online marketing because sending books and service to readers can not be separated from the efficient distribution system. As special products, books are born within knowledge and information, so they can not only be distributed in the form of material products but also be turned into information flow combined with logistics. Although Internet marketing does not have the logistics and inventory problem, publishers have to face copyright, unified format, security and other issues. Books distribution is more complex than other industries, and it requires high quality warehouse and sorting management system. At the same time, publishers tried their best to improving logistics and distribution service level in order to satisfy their readers. So publishers have to distribute books according different need with different distribution program at the right time, right place, and in the right way. At the same time, they have to minimize cost. The writer tried to analysis different distribution system and to provide some useful online book distribution models for selection.In online books marketing practice, there are several elements we have to pay attention to. Firstly, publishers should take customer relationship management strategy as the core content of online marketing, throughout the whole process. Secondly, compared with traditional paper books, the network itself is not a new business mode. For publishers, the Internet just provides a channel which can improve customer service and reduce costs. The Internet can also enlarge the traditional book market, improve the customer satisfaction level and increase profits. For electronic books, the Internet is indeed a part of a product instead of a tool merely pushing sales. The new marketing system help publishers to maximizes their profit and make it sustainable. Especially, education books are prominent in this mode.Online books marketing can be operated and experienced online, achieve interactive instantaneously, with the creation, collaboration and sharing features. But these are only the appearance on network marketing to show some of the basic characteristics. What’s more and core is that it can help publisher achieve "one-to-one" service to customize services which is the essential feature of online marketing and different from traditional mass and costly marketing. So we must firstly grasp this essential characteristics when discuss online books marketing.