The Research On The Communication Strategy Of Book As The Bestseller A Story Of Lala's Promotion

Bestseller, the eternal topic of book publishing sector, has gotten more and more attention as book market of China gets into Best-seller era. Bestseller has been a very important economic growth point of book publishing industry, so in order to achieve the enlightenment for book publishing communication, it is rather necessary to study its specific operation.Mentioned the most popular bestseller in recent years, A Story of Lala's Promotion is the representative. However, that how it goes towards the super best-selling path is worth us thinking deeply. Throughout much relevant literature on bestseller, whose research is universally large and comprehensive, and there is rarely in-depth analysis about a bestseller, especially in communication strategy, thus, it is difficult for the literature to make models for future bestseller operation, which is also the main purpose of creating this thesis for the author.The thesis starts from ancient book media , chooses the most representative form of book in present- bestseller as the research direction and sifts single department bestseller A Story of Lala's Promotion which has caused a stir effect as a case, interpretates its communication condition according to its best-selling status, introduces the subject that belongs to the media management field into the research vision of communication, and uses IMC theory as support, constructs communication strategy of best-seller and even book in order to guide book publishing communication. This thesis is split into four major sections. The first section is the introduction, which mainly discusses the topic significance, the domestic and foreign research situation in general, innovations and research methods of the thesis. Then, the thesis introduces the birth process and development status of A Story of Lala's Promotion. After that, the main part of the thesis analyzes its communication mechanism and integrated communication strategy with communication theory and integrated marketing communication theory as guidance, and expounds the bestseller's distinctive communication system, communication mode, and communication environment exhaustively and intuitively, meanwhile, attaches great importance on the interpretation of the communication strategy, and expounds the editor and planning strategy, marketing propaganda strategy and brand building strategy separately, reflects the best-selling reason and inevitability of the book from one side. At last, the thesis discusses communication apocalypse from the bestseller and is back to the source of book communication, in which case expounds the revelation to the development of cultural industry and book publishing communication, and therefore triggers the beneficial thinking on how to enlarge book's communication influence.