The Marketing Strategy Of Best-selling Book On Media Age

According to the data from the Beijing Openbook Co., Ltd., the total price of books retailmarket has exceeded40billion yuan in2011, with the amount rising by5.95percent. In thecomparison with2010, the degree with increasing by4.12percent indicates that the growthrate of China’s book retail market rebound. Among them, the best-selling book was the mostpopular. From2008to2011, the best-selling book has increasingly occupied the retail market.Before2011,5percent total price of the best-selling book has reached to60.38percentage ofthe whole market. Thus, the best-selling book has played an vital role in the book market, aswell as its economic value is hardly replaced by the general books. In the view of animportant position, because the best-selling book has been regarded as a treasury of thepublish industry, it has devoted considerable resources to support the best-selling advantages.The deepening of market-oriented operation with the best-selling book, the publisher ofbest-selling book seems to have reached a consensus that the best-selling book needsmarketing. Recently, the marketing of the best-selling book is highly competitive, as result ofthe variety of the marketing strategy drawing more attentions. This study mainly explores themarketing strategy of the best-selling book, and makes an analysis of the relationship betweenmass media and the best-selling book marketing strategy in the background of the media age.Therefore, the emergence of more boutique bestseller book market put forward some usefulrecommendations.Firstly, this research analyzes the characteristics of the media age, in order to make clearthe various forms of media and the mass media for information from the environmental,social, cultural and audience influence. The differences of the media features offer morechoices for the best-selling book marketing strategy, as well as, information fromenvironmental, socio-cultural and audience is viewed as an important factor affecting thedevelopment of best-selling book. Secondly, this paper focuses on the four aspects of thebest-selling book, such as the history of the development, characteristics, values and theformation mechanism, in order to restore the true style of the best-selling book. Especially, the remarkable portion of this study is the value orientation of best-selling book, which theintroduction of “long tail effect” provides a new model for the best-selling book marketing forthe emergence of new media. Thirdly, the best-selling book marketing classic case, which is acontroversial topic in the multi-level of community, is also cited. Meanwhile, this case alsoprovides the valuable experiences of the marketing strategy of the best-selling book. The nextsection is the main part of this article which is the theoretical study of the best-selling bookmarketing strategy. The study combines the market theory, which is the product marketingprocess, from product strategy, pricing strategy, channel strategy, promotional strategy toanalyze the marketing of best-selling book, with the market practices which is the above caseas an illustration to resolve the issue. Finally, the author expresses the personal experience ofthe best-selling book. Actually, the market strategy is only attached in the book to bring itsmeaning and value. Equivalently, marketing is only an external form, while the book itself isthe key. Therefore, I hope that publishing companies should be based on the social benefits ofthe books as a starting point, publish more conducive to the harmonious development of thesocial and cultural quality book.This study mainly involves a literature survey, analyzes and summaries the full text ofthe whole framework, as well as references to academic works and outstanding master’sthesis. Furthermore, the author also cites the editing work experience of front-line marketingand the publication of the views from the famous professors to make more convincingdemonstrations of the full text.