The Research On The Publishing Marketing Under The View Of Face Culture

Face culture is the most popular and typical culture in Chinese. It has deeply Influenced Chinese society and consumers. Chinese reader is a kind of special consumers, their purchasing and reading behaviors are affected by many factors, one of most effective factors is the face culture. Publications play an important role on cultural heritage, which is one kind of cultural products. Thus, publishing activities belong to cultural consumption activities. Cultural consumption and consumer culture are inseparable, which provides theoretical basis for researching the inner demand of Chinese readers. Put forward marketing way, suitable for the publication of the Chinese readers, could help print publications to be more steadily to circulate on the market, for the sustainable development of China’s publishing industry, Chinese culture spread widely and effectively has the effect that cannot be ignored. Due to the market and the continuous development of science and technology, marketing activities way showing the characteristics of personalized, diversified, put forward the concrete marketing strategies is imperative. The innovation of the paper from the perspective of face from theory to reality method of reasoning, in advertising, books and other different types of publication as an example, analyzed the current relatively practical publications of marketing strategy, and puts forward some proposals to the cultivation of the publishing staff own quality. In this paper, using literature analysis, field observation and description method, using the theory of domestic and foreign research results and their own understanding of subject, combine the theory and practice to explore marketing strategies of reference.