Study On Marketing Classification Of Our Traditional Retail Book Industry

Marketing classification plays a very important role in traditional retail book industry. On the one hand, it is the soul of overall arrangement of sales field of books, guiding retail book industry to display the books; on the other hand, it is the embodiment of the managing orientation and the marketing scheme of retail book industry. But in the present, our retail book industry is relatively deficient both on practice and in theory of marketing classification.The marketing classification of retail book industry has some characteristics similar to traditional book classification, such as the embodiment of theory of logical classification, scientificity, practicability and expandability. At the same time, it has some special characteristics, such as flexibility, marketing function and so on.Marketing is oriented with readers. Therefore, when we establish our classification system, we should analyse psychology of readers and research their purchasing habit. At the same time, we should pay much attention to the marketing segments and make use of theory and method of scientific classification. In the process of setting down marketing classification, we should obey the basic discipline system, and attach importance to the needs of target readers. We should also try our best to distinguish the books usually read by professional readers from those by ordinary readers. What's more, the classification system should embody local main industry and social focus. In addition, we should think much about the classification of the books about cross discipline, series of books, phonotape and videotape, and books with special format. In all, on one hand we should establish scientific and reasonable classification system, on the other hand we should make full use of its marketing function and get maximal profits.