The Study On Marketing And Brand Building Of MOOK In China

MOOK is a new publishing form which combines advantages of books andmagazines. When first appearing in Japan and then in Taiwan, it had caused greatrepercussions all over the publishing industry. In China, the first MOOK named <Theold photo> was published in1996. Then <Zui Novel>,<Du Ku> and other MOOKsare pushing forward the formation of this consumer market in China.Differing from MOOKs in Japan and Taiwan which focus on fashion and leisure,MOOKs in China have received more attention. It contains three different fields:Youth Literature, Literature and Art, Culture. In this paper, we review the developingpath of MOOKs in China based on learning from characteristics of MOOKs in Japanand Taiwan. With <Du Ku>,<Li> and <Zui Novel> as studying objects, we use4PMarketing Theory explaining MOOKs' unique advantages in China. Then we focuson brand strategies to resolve efforts toward brand building and management. Linkingup with problems in ecology and development of MOOKs industry in China, we makesome suggestions for sustainable development in standard formulation, rationalresponse to capital, industrial chain improvement, mining resources of readers andbrands and digital publishing transition.