Publishing Houses Carry Out Community Marketing Of Popular Books

In recent years,with the development of science and technology in our country,the strategy of Internet marketing is also developing continuously.From the early search engine marketing to the medium-term boom marketing,to today's community marketing.For publishing houses,marketing is becoming more and more important,especially for popular books.Faced with the fierce private booksellers,if the publishing house does not keep pace with the times,it can only hope to have a large share of the market.As a state-owned publishing agency,CITIC Publishing House has abundant funds and a relatively high degree of marketization.In recent years,CITIC Publishing House has flexibly used various Internet marketing means to create one after another super bestsellers,which has received a very enthusiastic response in the market.This paper takes the mass book marketing as the theme,and takes CITIC Publishing House as an example.Through four cases of the publishing house using the community to carry out book marketing,this paper studies some problems that the publishing house should pay attention to when carrying out community marketing and some experiences that need to be referred to.The full text is divided into five chapters.The first chapter is the introduction,focusing on the background and significance of the study.The second chapter is divided into four parts,namely,the definition of the concept of community marketing,the definition of the concept of mass books,the course of mass Book Community marketing,and the current situation of mass Book Community marketing.The main purpose of this chapter is to clarify the development path of mass Book Community Marketing of traditional publishing houses in China,and from the current situation leads to the individual cases to be discussed in this paper.Chapter Three gives a general introduction to the subject of the case-CITIC Press.It is divided into three parts,which are the general introduction of CITIC Press and the related achievements of different modes of community marketing and marketing of CITIC Press in the past two years.In the fourth chapter,four influential books published by CITIC Publishing House in recent two years are listed,and the community marketing activities of each book are analyzed.The fifth chapter regards the publishing house as the main body,proceeds from the characteristics of the popular books,interpolates the practical cases of the fourth chapter,and puts forward two strategies for the publishing house to build its own community and seek community cooperation according to the unique characteristics of the popular books,and subdivides them more specifically.