Study In Market Research And Marketing Tactics Of Live-aimed Books

The book is a kind of special goods, we should pay attention to its social benefitwhile realizing economic benefits, this determines particularity of market research ofbooks. What the so-called particularity is referred to is to not merely investigate therelevant economic indicator of books, and will pay attention to setting up theappraisal system that a reader read satisfaction. Because whether readers approve ornot, satisfied or not, have no way of learning from circulation or reading rate dataonly, still need the evaluation index of the quality of the books—readers' satisfactionis come to measure.It have study concentrate on by way of three pieces mainly to: function of marketresearch of books, how to carry on the market research of books, concrete content ofmarket research of books. Research the way each have their value to the achievement,there is a deficiency too. Have emphasize the investigation of the relevant economicindicator of the books excessively, has neglected the survey of reader's satisfaction.The core of market research of books is readers, the core of readers investigationis reader's satisfaction. As consumption subject, consumer behavior of reader plural,carry on to sales volume, person who buy, person who read economic indicator theinvestigation scientific briefly, because the key of market research of books should bereaders' satisfaction. This research regards reader's satisfaction as the core andestablishes the new mode of market research of books, in order to adapt to the society to the requirement of times of such special goods of books, and explore the scientificbooks marketing tactics on this basis.According to the common classification in the world, the modern publishingbusiness has three parts to form—generally publish, educate publish and specializedpublish, it is general interest books, educational books and specialized books thattheir products are corresponding. The general interest books refer to daily life,recreation reading and books that are experienced and closely related with of culturewith the masses. The live-aimed books are the general interest books, among themthere are novel, biography, juvenile, art, travel, culture, popular science, managemoney matters, encourage the will in the classification included. But the live-aimedbooks defined in this research only involve respects such as clothing, food, touringand health care recreation of people's daily life, etc. Since the 1990s, the mostnoticeable one is the sudden emergence of this kind of books on the markets ofChinese books. Moreover, during the process of commercializing and market-basedin the book industry, the proportion that this kind of books accounts for is larger andlarger. So, the market research of the living books becomes the focal point of marketresearch of books.The live-aimed books, as the subject of the consumption books, the main functionis to offer the amusement and cultural consumption for masses' life. Just because ofthis, some publishers at present fall into a mistaken idea to a certain extent, emphasizeamusement and consumerism excessively, pursue the economic benefits one-sidedly.But the books are the special goods after all, while pursuing the economic benefits tomaximize, the living books can't neglect the social benefit. Carry on the explorationof the marketing tactics on the basis of market research, the purpose lies in how twobenefits of this clear kind of books were realized at the same time.Research this in Chengdu southwest bookstore and Chengdu bookcenter carry onas the foundation while being high in February on November to 2006, 2005 with me.Thesis build and constructing to sample investigation whom flame go on again, putforward the new investigation mode, the questionnaire investigation going on on the spot on this basis, has obtained thefull and accurate firsthand information. Study thescience in order to guarantee to be investigated in the course, has also assisted andused deep interview law, content analytic approach, literature analytic approach, etc.The thesis regards using and meeting theory as the foundation, according to theprinciples of disciplines such as mass communication, sociology and psychology, etc.reader of books go on, analyze, on this basis, combine relevant knowledge thatmarketing learn to person who live, have proposed three kinds of science marketingtactics. STP marketing subdivides, chooses the goal and finds to the market of booksaccurately and makes a reservation from the standing of strategy. 4Ps marketingconsumer from products, price, channel, promote 4 these launch around goal at tactics.Finally, it is the effective way of promoting the key competitiveness of publishinghouse to establish the consciousness of brand management, implement brand strategy.