| According to the best seller's connotation and development history, this paper described the best seller's marketing operation concept and anatomized its meaning at the begin, then deeply expounded the significance of how the best seller marketing operation had contributed to the best seller's publication. After that, this paper tightly consistent with the background of Chinese publishing's continuously researching and practicing. It employed plentiful examples in analyzing the best seller marketing operational processes, and discussing the development and insufficiencies of the Chinese best seller marketing operation, at the end of this paper, it purposed to offer several workable suggestions for how to build a mature and distinctive best seller operational mechanism.The paper has divided into two parts as follows:First part of this paper is introduction. It briefly introduced basic background information of the best seller's development, then it clearly pointed out the research significance and research methodology of this paper, meanwhile, it explained some related questions.Second part of this paper is main body, which includes four chapters:1. The summary of the best sellerThis chapter firstly expounded the appearance reasons and history of the modern best seller. Then based that, it researched the connotation and special features of the best seller and analyzed whether the best seller is worthful to modern publishing industry, to release the profound influences of the best seller system which have had made to publishing industry. Finally, through a discussion of significance of marketing operation in the best seller's publication, it pointed out this paper's thesis, and emphasized earlier researchers' viewpoint again, which is marketing operation centralized embodied the best seller's marketing purpose, by using marketing concept in its operation is a ultimate symbol of the differentiation of the modern best seller to other big selling volume book.2. The content analysis of the best seller marketing operationIn this chapter, by using marketing theory's framework, and combined the best seller's publication processes and features, it split the best seller marketing operation into five sections, which are Product Designing (topic selecting, content arrangement, and packaging), Pricing, Distribution, Promotion, and Planning. They are affected by each other and cross each other during the operation processes. However, none of them can be replaced in those processes.3. The development status of the best seller marketing operation in current ChinaWith the endeavor of Chinese publisher, the Chinese best seller has been scraped up many experiences and lessons in marketing operation. This chapter firstly summarized that the Chinese publishing industry had gained a great development during the last decades. Next, it indicated general insufficiencies that had appeared in their operations. It truly reflects the real problems which are happening in today's publishing industry, and then it provided some useful advices for developing the Chinese best seller market which is in accord with above analysis.4. Suggestions to how to build a mature best seller operation mechanism in ChinaFirst of all, this chapter analyzed the best seller's operational mechanism from connotation aspect, secondly, it pointed out that to grow up a mature best seller's operation mechanism is the symbol of a mature best seller system. Furthermore, it provided several suggestions not only for building a well external operation mechanism, but also in constructing a suitable internal operational mechanism. |
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