The Research On Distribution And Sale Channel Of Chinese Books

Following the foundation of new China, our Chinese publishing industry has developed at very fast speed and has achieved a quantum jump from seller's market based on publishing houses to buyer's market according to the needs of reader. A new market system has been built up successfully.However, the Chinese publishing houses generally pay more attention to the book's compile instead of issue and marketing of books because of historical reason. After reform and open to the world, many publishing houses fall in embarrassment of marketing. A large number of books was overstocked which has been endangering the survivorship and development of these presses.This paper aim to the specific topic of book's distribution and sale channel in publishing houses' marketing management, to probe the channel which has been established in China.Firstly, the article analyze the status of Chinese publishing houses in book marketing, expatiate the urgency and significance of the research. Then it continue to work over the distribution and sale channel of Chinese publishing house, including the sorting of the channel as well as the analyse of the basic forms.The paper look back the five developing steps of books' distribution and sale channel, has found the questions exited in this channel. For example, publishing houses don't have marketing idea and are short of a long term strategy about the channel. Lacking of the dividing in channel level and the channel has no ability to upgrade efficiently. The duty of the marketing department is not very clear, resulting in the noneffective work of advertising and issue. The communication between publishing house and seller is not very good. Be short of human resource and training organization in this channel, etc. At the same time, the paper reveal there are three challenges existing in traditional distribution and sale channel.Face to the existing questions and the challenges in the channel, in order to solve the existing questions, the paper bring forward the methods and opinions, including the distribution and sale channel must be managed, developed and optimized ., the consciousness of whole marketing must be built up, the all - sided maintenance must be served to distribution and sale channel, the works of control and harmony must be well done, the channel model must be configured and optimized logically, pay more attentions to innovation as well as the economic benefit must be adjusted in several parts of the channel.Depending on the developing rule and experience in China and abroad, the paper focus on the research of the trend of the distribution and sale channel, put forward that the Chinese channel must be developed to chain management, readers' club, face to face sale, online bookstore and the wholesale in Internet,in addition, the Chinese publishing enterprises must adjust their own marketing strategy based on the developing trend, do their best to improve the stabilization and glory of our Chinese national publishing industry.Depended on the theory of marketing, the paper analyses the questions existing in the distribution and sale channel of Chinese book systemically, impersonally and comprehensively. Using the theory of marketing, it wants to direct our Chinese publishing enterprises to set up and maintain their own distribution and sale channel self-consciously. The paper will play an important and active role in healthy development of our Chinese publishing industry.