A Research On Paper Books’ Publication Strategy Of "Oracode"

With the rapid development of new media, digital reading becoming much more popular.From 2006 to 2014,revenues from electronic book sales has a huge change.It increased by 29 times in 8 years.But paper books publication is not optimal.It has a decline in 2014, becoming negative growth in profits.Therefore,more and more publishing company hope for getting out of the dilemma by digital transformation. Indeed they excessively pursuing the effects of digital publication, neglecting to think of how to use new media,making the paper book more attractive. At the brand of paper publishing, Social Sciences Literature Press has a unique book brand called "the Oracode",which mainly publishes academic best-sellers.It had made a book sales miracle of ten thousand copies in two days. "The Oracode" meets new era’s readers requirements by its perspective of the topic, the graphic design of books and the methods of sales.This article mainly studying about the strategy option of network publishing for paper publishing.By analyzing "the Oracode",thinking about how to implement it in the publication of paper books. Providing feasible suggestions and development implications to the Press.The paper books’ publishing strategy of "the Oracode" is the breakthrough point of this paper.Carry on SWOT analysis to the environment in the digital publishing era of "the Oracode".Referring to the same academic books’ market development,topic-choosing, book design and the advertising campaign.Then, draw a conclusion about the creative publishing strategy in the aspect of topic-choosing, book design and the advertising campaign.Thus, providing reference and inspiration for the traditional publishing press to improve the paper book publishing.This paper is mainly divided into six parts:Part one is the background of the research,and the theoretical,practical significance of the research.Firstly,try to clarify the content and methods of this research. Proclaim the general condition of the paper books’ publication in the digital era.Secondly, analysis the present situation of the paper books’ publication and the development of the publication strategy in China.Part two is the status of "the Oracode" and its advertising campaign strategy.Combined with the historical development,concluding the research’s prospect about paper books’ publication strategy in the new era on the basis of the conclusions.Part three carry on SWOT analysis to the environment in the digital publishing era.In the next two parts,summarize the publication strategy from two aspects:topic-choosing,and book design.The finally part mainly elaborated the enlightenment and reference from "the Oracode" to traditional paper books publication.