Research On Crossover Marketing Of Books

In the context of rapid economic development,readers' consumption motivation,consumption content and consumption process have changed.In addition,the phenomenon of attention scarcity caused by information explosion makes the boring and simple traditional book marketing methods that starts to lose their effectiveness.However,advances in science and technology have accelerated industry convergence,and policies have been relaxed to break industry restrictions.Because book crossover marketing adapts to the changes in consumption characteristics of book readers and follows the development trend of industrial convergence,as a new kind of book marketing increasingly,it broughts to the attention of the book publishing enterprises,and becomes a hot topic in the current industry and academia to discuss.Crossover marketing is different from traditional marketing.It emphasizes "crossover" and "cooperation" as the thinking guidance,so it lets both sides of the cooperation share resources,task collaboration,publicity and interaction.Through its unique creativity,complementary experience,combination of symbols,collision of topics,and constantly meet the diverse,multi-level consumer demand.This kind of marketing method with its advanced nature is gradually applied to the publishing industry.This article will use the concept of crossover marketing as an entry point,summarize the main points of the academic world,clarify its connotation and extension,and define the basic concepts of book crossover marketing according to the particularity of the publishing industry.Aiming at the feasibility of book crossover marketing,the thesisfocuses on the cultural nature of book commodities,the adaptability of crossover marketing to the experience economic development,the broadening of crossover marketing to the traditional marketing field,and the convenience provided by industrial integration for practical operation.Demonstrate these four aspects,and conclude that the book content is of high quality,the promotional activities rely on experience,and the propaganda elements have topicality.These are the characteristics of marketable varieties.Compared with traditional book marketing,crossover marketing has unique advantages in book planning,distribution channels,promotion methods,and publicity methods.However,due to the complexity of the marketing environment,the coordination of the cooperation process,and the uncertainty of "crossover",crossover marketing has three limitations: it is difficult to mine marketable varieties,store risks in the cooperation process,and evaluate marketing effects.This article will extensively collect existing successful examples in the industry,based on a variety of research methods,combined with the development status of my country's book crossover marketing,to provide scientific and reasonable suggestions for publishing companies that intend to carry out book crossover marketing in the future.