Positioning·Publishing·Marketing

'Reading Era' is a professional female books brand which released by BeiJingYueDuJi Cultural limited Company. The brand expanded rapidly by the improvement ofthe proportion of novel books, contract writers, fixed price, and market share. HoweverIntergraded Marketing Communications are the key point to seek new marketingopportunities if it aims to have a stable increase.The background of 'Reading Era' and the Competitive environment of female readingmarket will be analyzed. The necessity of intergraded market strategies will be presentedthrough stating the current development situation if it want to occupy the top in this market.Unifying multiple channels can make the readers realize this brand and take activities toextend the brand value. The Brand type, gap type, will be figured out through the briefingsand case study of brand position, brand distribution, and brand marketing which are threeimportant components of 'Reading Era'. The advantage of this type which made bydetailed market analysis has been certified by well development. Besides network sales,Other sales channels are recommend to take by establishing the reader's data and precisemarket, meanwhile, three dimensional brand are needed to be built through intergraded thebrand content, image, and promotion.Finally, this paper summarizes the advantage of 'Reading Era' brand's developmentand points out the revelation to other publishers which want to create books brand.''...