Study On The Publishing Strategies Of GJM From The Perspective Of Industry Chain

In 1993, Chinese scholar professor Fu Guohua proposed, for the first time,the term “industrial chain”, which caught broad attention and great support of our industry and academia. In recent years, GJM’s publications are remarkable,he is a "80" leader writer. To study his publishing strategies from the perspective of industry chain is of much value to both the development of publishing and the enrichment of publishing theories. The Publication overview of GJM, the strategies of the extension and expansion of the chain gave us are worthy of our exploration and research.First of all, the paper summarizes the general publishing situation of GJM and his team. Since his debut, GJM has attracted a great volume of fans thanks to his unique writing style. He has gained more and more popularity and his book sale has set new highs again and again. However, GJM is not contented with the “writer” status. He started to step into publishing market and tried some other links of publishing industry chain. He draw elites over to his side and set up his own team and company. Over the past decade, GJM successfully made quite a turn from writer, magazine editor, deputy editor publisher and literary director of media company to screenwriter and film director, which made him to be the first 80’s writer who made a transition from one link of publishing industry chain to his own industry chain.Secondly, the paper introduces the vertical extension strategies of GJM’s industry chain. Setting up his team and company, conducting the competition of “Writing New Star”, excavating excellent authors, planning topic selection, refining the creative ideas and creating high-quality material resources, he actively pull the industry chain to upstream.Thirdly, as the chairman of his company, GJM used multiple distribution channels to conduct auxiliary marketing named “Star-making sports”, network marketing, micro-blogging marketing and other diversified marketing methods. This shows that he did all he could about the downstream strategy of his industry chain.Last but not least, from the point of view of traditional publishing process, whether adopting upstream strategy or downstream strategy, they are both the linear vertical extension to publishing industry chain. To achieve sustained appreciation of the publishing industry, it is necessary to make more effort to the horizontal extension strategy, basing on the vertical extension. For the publisher, the copyright of publication is the most valuable resource. GJM sold the adapted copyright of Tiny Times to the film and TV play investors at the price of ten million yuan; at the same time, he authorized to adapt "City of Fantasy" and other novels into games, which broke the barriers between industries to seek inter-industry cooperation. Meanwhile, he actively extend his industry chain horizontally by introducing international copyright.