Study On The Book Maketing Strategies In Omnimedia Age

At present, the world has entered the digital era. Mediaconvergence has shown certain influence on traditional ways of booksmanagement.First of all, from the sales point of view, through online marketing,selling of books is more convenient and fast, but it also influenced thetraditional marketing way. Communication in the present all media erahas shown some new characteristics: it has very rich content, widerange, and optimized production process; it has bidirectional interactionand diversified channels.It is with the above characteristics that online marketing of booksbrings the rapid development of book market. To discuss the possibleproblems that online marketing of books faces under such background isvery meaningful for any communicator. That is to say, we should have abetter understanding of the omnimedia, combine the advancedmarketing idea, make a systematic marketing strategy, and successfullybring series of books to the market.This paper, taking omnimedia as a background and putting what itdiscusses in this background, introduces the influences that mediaproduce to online marketing, explores specific circumstances of onlinemarketing of books, analyzes specifically how to make scientific andreasonable marketing strategy under which to sell the contents of thebooks to specific readers.In the beginning, this paper introduces the concept of omnimediaand online marketing of books, explores the characteristics of e-booksand the effects of omnimedia on the book market. Next, the definitionand the importance are analyzed, and the paper holds that if we wanthealthy development of the book market, we should make precise and flexible marketing strategy. Then, from different aspects (economic,cultural, etc.), the paper introduces the background of current onlinemarketing of books, summarizes current problems that marketing faces,and especially analyzes specific processes and measures of today’smarketing. The paper delves deeply into principles that today’s onlinemarketing of books should follow, and has made a series of scientificand workable marketing measures.