Research On Marketing Strategies To Be Published On Demand

In the book market,up to billions of yuan are lost due to book supply shortage every year.At the same time,cost increase and resources waste caused by the large number of invalid inventory has become a big pain point for the publishing house,which restrains the healthy development of the publishing house.Such contradictions exist in the publishing industry for a long time,and publishing industry workers have been actively exploring new profit models in publishing industry.An approach that focuses on book market of minor readers can be printed in a single volume,and the way to achieve the“zero”inventory is to publish on demand,which is gradually being studied and applied by the industry.Although the publishing house has tried to publish on demand in China,it has not made much progress because of various factors.Starting from the related definition of publishing on demand,this paper summarizes its application characteristic,contrasts its practical application at home and abroad,takes publishing house A as example to summarize existing problems in the application process of publishing on demand,and enumerates successful application cases.To figure out the marketing strategy of the publishing house,it should develop publishing on demand according to the product characteristics,set the publication price according to the features of publishing on demand,take the network platform as the main marketing channel,and focus on precise service,and shift the focus from marketing books to marketing readers.Publishing on demand is a brand new mode,which need good coordination and cooperation of editors,printers and sellers for better development.The concept of publishing on demand should be in the entire publication process.In the background of internet+,the publishing house should focus on the overall situation,use overall thinking mode and information technology to promote the application of publishing on demand in the industry,and achieve a new development mode of mutually beneficial cooperation between the publishing house,printing house and dealers.