The Way Of Random House’s Operation

By adopting the combination of theoretical research and case analysis method, this paper’s researches and analysis have been taken on the important part of the marketing activities of Random House in the process of publishing market’s evolving, based on the theory of integrated marketing communications and business decisions. The characteristics of Random House’s operation have also been conducted and summed up in the paper, while the method of information application in the practice of publishing business, and the psychological factors which affecting customers’reading interests have been discussed.Random House has maintained the strong market competitiveness for over eighty years. Although it has different characteristics during different periods, common characteristics and rules of business can still be found out through the appearance. Firstly, good at using information is one of the specialties of Random House’s business operation, which is necessary for topic selected, market forecast, and innovative promotion. Secondly, on the books’quality, Random House, guided by the demands of market and the readers, provided independent and easy environment and personal platform for editors, as well as provided a full range of services for authors, to endure the quality of publication from the source. Thirdly, Random House’s distribution and promotion based on the cognition of readers’buying behavior. Through convenient marketing channels and sales promotion, such as targeted propaganda, subject hype, and public relations activities, the reader’s reading interest can be aroused, the purchasing motivation can be created, and ultimately the product’s value can be guaranteed.In theoretical analysis, the methods of information usage in the publishing business are analyzed based on the management decision theory, and the four necessary elements are put forward, providing stronger operational way to utilize the information in the publishing practice. At the same time, according to the principle of the readers’ psychology, it proved that the psychological factors can effectively guide and inspire the reader’s reading interests.Random House’s practical experience proved that in order to improve market competitiveness and gain more market recognition, modern publishing enterprises must update its management ideas, establish good communication and relations with market, and adapt itself to the existing consumer driven market actively.