"Guo Jingming Team" Mode Of Marketing Research From The Perspective Of The Integrated Marketing Communication

With the gradual weakening of the market entry barriers, book publishing market has become increasingly competitive, how to face the new entrants’challenge, how to adapt to market changes, which are the focus of current press and publishing company. The integrated marketing communication theory offers some thoughts and ideas for the book publishing market.The purpose of this research is intended to combination of integrated marketing communication theory, to study the marketing communication mode hidden behind the success of "team Guo Jingming". The full text is divided into five chapters:the first chapter is introduction, expounds the proposition of the research background, practical significance and the theory significance, and the proposition of the theoretical basis and innovation. The second chapter is the integrated marketing communication and the publication of books, the main research of integrated marketing communication theory and the role of the impact for the book publishing industry.The third chapter is the analysis of "Guo Jingming team’s" mode of operation and management, the main analysis of "Guo Jingming team’s" management mode. Expounded and analyzed from the operation of the team, the copyright publications and talent capital operation etc. by combining of integrated marketing communication theory.The fourth chapter is the analysis of marketing mode of the "Guo Jingming team". With the integrated marketing communication theory to analyze how the "Guo Jingming team " use multiple pieces of propaganda, reader interaction mechanism, perfect innovative integrated marketing model and the complete contents of integrated marketing framework and other ways to make the integration of marketing promotion for the team and the team itself publications.The fifth chapter is the comparison research between "Guo Jingming team" and other youth literature, through the analysis of the operation mode of "Han Han team" and " Zhang Yueran team", to find their similarities and differences with " Guo Jingming team". And finally conclude the effect of team operation model for the entire youth literature publishing.