A Study On The Marketing Strategies Of The Best-selling Youth Literature

With the continuous development of the internet and the innovation of new media technology in recent years,the accelerating marketization of the publishing sector signifies the notable progress in this sector as well as the rapid growth of the publishing houses.Against the backdrop of growing cultural sector and open economy,the publishing houses are facing the competition both at home and abroad,thus contributing to the increasingly intense competition in the market.As a state-owned publisher,China Citic Press is sufficiently funded and highly market-oriented.This state-owned press is good at selling books about economy.But in recent years,this press is endeavoring to rebalance the categories of books it publishes by making popular its books of youth literature,some of which have become best sellers.In this thesis themed as book marketing,analysis on the marketing cases of youth literature books in China Citic Press is conducted to study the marketing strategies of the best-sellers from angles of the publisher,the editors and writers respectively.The results tell us what characteristics and advantages it has in marketing its books of youth literature and help us find out the challenges and opportunities the publisher are confronting in the new-media era.Taking the youth-literature book Yesterday Once More,which is published by China Citic Press,as the case,the thesis aims to provide some practical references for other publishers to use new-media technology and internet to carry out book-marketing activities in a timely and scientific manner by learning the best practice of China Citic Press.This thesis is divided into 5 chapters.The first chapter introduces the background,the significance,the aim and the method about this research;the second one mainly analyzes the definition,the publishing history and the marketing status quo of the youth-literature books;the third one gives a detailed picture about the book-marketing strategies and the youth-literature booksof the research subject,China Citic Press;the fourth one starts with the specific cases,namely a series of books like Yesterday Once More,to elaborate on the marketing strategies of China Citic Press;the last one is about the conclusions.Thepublishers,editors and the writers,all shall design marketing plans based on the cultural connotations conveyed in the books,and present suggestions on marketing youth-literature books.