Research On Communication Problem And Strategy Of Chinese Book Advertisement

In the beginning of 1980s, the birth of first commercial advertisement of our country indicates that the book market was also came into a brand new commercial model with the reform and opening-up of Chinese market economy. The book market shows a grooming trend after the development in the last two or three decades, however, there is an uncoordinated relationship between the development of book ads and the book market in our country. Although the industry of book ads plays an important role in the book's marketing, the more we faced were the problems of it. For example, the employees in this industry did not renew their advertise idea on time, could not balance the relationship between the brand of publishing and the image of the books, the publishing corporations did not invest enough money in book ads. It is learned that the publishing companies generally used 5%--8% of their total revenue to develop their book ads in the well developed countries every year, compared with only 2% of our country. There are only few types of media we can choose, apart from newspapers, magazines and other types of regular medium, very few other new media can be developed. In addition, on-line book shop also divided some market share; the industry of book ads in our country faces severe challenges. If we can not solve these problems, they can affect the book industry in the long-term planning and further development.In this paper, four aspects will be discussed separately from the Current situation of book advertisement,the problem analysis of the book ads industry, the cause of problem analysis of the book ads, and the problem solutions. The fourth part is the key part in this paper. This research tries to find the problems in the book ads industry in our country through analyzing the typical problems by using dissemination and other relative theories, gives some suggestive solutions by researching the book ads industry in other well-developed countries, hopes to provide some suggestions for the sustainable development of book ads industry in our country.