Study On The Biography Books Marketing Strategy Under The New Media Environment

In the recent years, with the innovation of technology in new media and publishingindustry and the deepening of marketization, the book publishing industry in China hasachieved more significant consequences, and publishing enterprises has gotten rapiddevelopment. Accordingly, efforts from domestic and foreign market made thepublishing industry competition becoming increasingly fierce. Since June2003, thepublishing units in our country have tried to start to switch mechanism, from thetraditional institution to modern enterprises. The advancement of publishing systemreform has increasingly highlighted the importance of book marketing. In theenvironment of new media, building a three-dimensional marketing mode of books inour country, in the true sense it realizes the function transformation of the marketingmechanism, for the both publishing industry and the publishing units are challenging.Biographical books, as a kind of relatively special varieties of books in thepublishing industry, its generation and development has always been closely related tosocial political and economic environment. Since the policy of reformation andopening，the cultural territory has also opened gradually with economic booming，thebiography has also developed rapidly. Not only the number and variety of booksincreased dramatically, its marketing is also becoming increasingly diverse, more andmore readers understand biographical books and purchase them through marketingactivities.With biographical books being research target, and China CITIC press, apublishing company which has a high degree of marketization as an example, throughanalyzing the own ability of the press, the external environment and its biographicalbooks marketing case, explore what opportunities and challenges the new mediaenvironment brings to books published enterprise marketing strategy. In accordancewith China CITIC press biographical books "the biography of Steve jobs "and itssuccessful marketing practice, helping to find common experience which can be used asreference for other publishing enterprises to make use of new media technology actively, adopt scientific methods and means, in order to provide a operable reference bookmarketing activities.