Study Of Performing On Book-Publshing

The duality of being a material and spiritual product of book makes of the special property of product in the process of production, exchange and consumption, which in turn decides the contradictory unity of the social and economic value of publication: integration of material and spiritual production; intersection of monopoly and competition.Six elements, consumption patterns for instance, affect book market, whose price elasticity only allows general qualitative analysis for the shortage of measured price data and no condition of quantitative analysis. Book demanding curve may somehow vary, so publisher ought to take the readers' price anticipation and sellers' profit possibilities when fixing price.Lately there are five tendencies in China's book demanding market. Book supply market is affected by 3 elements, government policy for instance. The present sharp contradiction in book supply and demand can be clearly seen in the disjointing of supply and demand, goods.return, bulky goods reserve, information block and sluggish sale. In general, book market has 2 main characteristics; various marketing practices should be adopted in 3 different marketing stages by flexibly using the 4 elements of information, propaganda, channel and discount, and strictly sticking to the 5 principles of overall plan, unity action, target-shooting, preemptive innovation and elastic discount, and taking oil-skimming price policy and penetrating price policy or a combined price policy.I personally hold that book marketing is in fact relations marketing whose cores are relations between staff and customers, and relations between competition and cooperation. There are problems of unclear subject status, dim management consciousness and management talent deficiency in China's publication, so relative policies or strategies are to be taken in view of this situation.