A Probe Into Academic Book Marketing In China

Book especially the academic book is special merchandise in thetimes of market economy, after all it is merchandise. As for this, someproblems of its production and sale, such as the decline of books quality,the difficulties both for readers to buy and publishers to sell, haveemerged in the course of our country economy from planning to themarket. Undoubtedly, the problems are bound to be determined byfundamental regulation of academic books for its professional, theoreticaland creative characteristics, but it is also related to our nation's uniquecultural atmosphere, the low market requiems of publishers and the lackof good marketing play system. These troubles of academic books resultfrom many factors, and how to utilize the several kinds of marketingresources to push forward a good relationship come across between theproduction and the sale. This is also regarded as the key to way out fromthe dilemma and the most important issue in modem marketing.On the basis of considering the unique characteristics of academicbooks and the present situation in China, through the theory of marketing,this paper discusses the differences between the academic books and themass books, analyzes the relevant strategies which have great effects onselling to point out the possible way to get out of the unsatisfied situation.This paper consists of six parts: the preface states briefly the necessity ofthe study of academic book marketing, introduces its research situation which already have, and points out the aims and methods of this paper.Chapter one is a summary of marketing for academic book. It mainlyinterpretates the relevant definition concerning the academic bookmarketing and illustrates the differences between academic book and thebook in general from the following aspects: the diffuser, the marketingobject, the way to spread. Based on this, it discusses the rule of content asking in academic book marketing, innovating the text, lasting the effect ofmarketing, the features of the powerful pertinence and service, to pointout the meaning of academic book marketing.Chapter two mainly analyzes the present condition of the academicbook marketing, explaining its political, economic, humanistic andscientific factors. Considering the marketing background, it hasdisadvantages, such as the low cultural level for the mass, the lastingdecline ratio for reading and so on. But it also includes its advantages: theincreasing enrollment, the appearance of new techniques both for networkand instant printing.To be specific, there are four disadvantages insituation: lacking an integrated marketing; the low talents quality; thehigh price for book; the outdated consumer service.Chapter three takes a further step to detect the skills for its marketingfrom the following six aspects: the relationship between the edition andpublishing, the strategy of products, the channel building and themanagement tactics, the skill of publicity and promotion, the talents strategy and how to create famous brand for the academic book.Chapter four talks about marketing beyond marketing.It firstly dealwith the problems which have intimate relationship with academic bookmarketing, and that is from the angle of whether the publishing makeprofits or not, the relationship of study morals of book marketing, thegovernment acts in marketing, the combined industry strategy and thestrategic significance for the book to popularize in its spread.The conclusion part clarifies the main points of this paper, andprospects the future of academic book marketing.