Enlightenment For China From The American Book Marketing

US is a powerful market economy country, and also is a great publication country with hundreds of years book marketing operation history. Under the intense market competition and after the continuously exploration, the American book industry has gradually formed a set of scientific and effective book marketing system and the operation procedure flow. However our country's reform and open policy lasts only a short period of time, and therefore our country has a very big disparity in the commodity market advancement aspect with the developed country. There is still a long way to go in the improvement of book marketing system, the standard operation procedure, and the specific method for our country.The paper intensively discusses the book marketing specific procedure and advanced experience in American publication industry from the angle of book publication procedure. Considering the present book marketing level of our country's publication industry, the paper also proposes the suggestions and measurements for improvement. Firstly the paper elaborates the concept and importance of book marketing; then introduces the American book marketing operation and the advanced experience, mainly including book marketing concept that "the reader is God", establishment and operation of marketing department, collection and use of information, marketing plan formulation, plans for bestseller, subdividing the market, sales channel and various sales promotion methods; finally considering the particular situation and present book marketing level of our country, put forward some suggestions and measurements for book marketing improvement, mainly including building of correct marketing concept, set-up of complete and effective marketing organization, increase of the marketing investment, enhancement of function of industry association, speed-up of the persons market training, emphasis on market cultivation, enhancement of information collection and use, improvement of book design, emphasis on book market localization, choosing suitable sales channel, using complete sales promotion method, emphasis on complete development of product, enhancement of book post-sale service, establishment of new society-shop relationship, acceleration of group and internationalization advancement and so on.