An Analysis Of Marketing Strategies For Literary Books In The New Media Era

Literary books is a very important market segment in the book publishing industry.There are many literary books in the best-selling books and regular sales books.According to the statistics data from January,2019 to January,2020 published by Open Book,literary books occupy the third place in the physical store with a code of 12.77%,which is second only to the teaching aid books and children's books market.And meanwhile this data in the main 12 market segments of the whole physical bookstores is rising sequentially.As the main section of mass reading,literary books is charged with the important part of achieve the cultural value and social benefits in the book market.With the advent of the New Media Era,traditional book promotion methods have become stretched in the face of readers' increasingly diverse needs.Based on high-quality content,a well-positioned book marketing strategy can maximize the value of books,accurately target readers,and generate social benefits.This paper is divided into six parts.The first part mainly introduces the topic selection background,research significance,research purpose and research method.Then mainly explains the concept of literary books and the best-selling situation of literary books in the past two decades.The third part describes our country current literary books' marketing environment in the New Media Era.Next illustrates the specific marketing strategies in the actual marketing process of literature books through case analysis.The next two chapters put forward the existing problems and optimization suggestions in the current literature book marketing.The publishing of literary books should have both social and economic benefits.The promotion and marketing of literary books should be carried out in a literary manner,andthey should not be over-commercialized and entertained.Appropriate and flexible marketing methods are based on the ability to achieve social benefits while increasing the influence of books,and ultimately to achieve economic benefits with the goal of increasing market share.