The Research On The Strategy Of Bestseller IMC In China

As a vital part of profits, bestseller is becoming the obstacle to the development of the publication industry in China for the defects in traditional publication mode, the outdate marketing methods and the homogenization problem, To gain the core values and a unique competitive advantage, presses in China must create on the exploration its own marketing communications strategy for building its bestseller.In this paper, the reality of domestic publishing industry as the background, in the light of successful cases of domestic and international publishing industry that uses the principle of Integrated Marketing Communications to create bestseller, the author makes full use of theories and methods in communications, marketing to investigate and analyze the operation of China's best-seller status, pointing out today's problems. At the same time, this paper addresses these issues and puts forward for the development of China's publishing house to use the bestseller marketing communications strategy for the system, including restructuring of the publication process , classifying and integrating the target groups, customer relations, media contact etc. Meanwhile, this paper studies the evaluation system for the bestseller marketing communications strategy, giving four aspects and the subversion facets.This paper is divided into five chapters, chapter 1 is an introduction of bestseller related to the overall review of the study and outlined the research; chapter 2 focuses on defining the bestseller and analyzing its market conditions in our country; In the chapter 3, it introduces the theory of marketing communications and points out the necessity in the use of it in bestseller published in China; chapter 4 is to explore the integration of bestseller on marketing communications strategy for building a system; chapter 5 focuses on designing a performance measuring index system of bestseller IMC Strategy and taking an attempt to study the evaluating system so as to put forward the parameters under such system.