Study On The Book Operating Strategy Of Guomai Culture

With the continuous deepening of the publishing system reform,the state's recognition of private publishing has gradually increased,and private publishing book companies have become a legitimate force in the upstream link of the publishing chain.It is in this policy environment that Guomai Culture Media Co.,Ltd.was established in 2012.After several years of rapid development,it has formed three major business lines of publishing,film,and new media,and has published many best-selling books,and gradually developed into one of the most important domestic book publishing companies.Since its early days,Guomai Culture has well-known author resources such as Han Han,Yi Zhongtian,and Feng Tang,so its development has inherent advantages over other private companies.Its best-selling books "Skin" "The Little Prince" and "Six Chapters of a Floating Life",etc.,have obtained not only substantial economic benefits,but also good social benefits.Guomai Culture has experienced multiple rounds of financing and has been among the private publishing companies with a valuation of over 1 billion yuan.According to the market share data of the publishers of Open Book 2018,Guomai Culture ranked eighth in the "Top 10 Publishing Companies List",which shows that its growth rate is fast.This article mainly adopts a case study method,taking fruit wheat culture as the research object,and exploring its business strategy in the field of publishing.First of all,analyze the product construction strategy of Guomai Culture,use the pyramid principle to create an efficient book product line,uphold the publishing concept of value and beauty,and sort out the Guomai Culture focusing on classic and best-selling works from the four major book product categories.,And its book expansion business-book IP operation;secondly,it analyzes the new media marketing strategy of fruit wheat culture,uses new media to gather traffic,establishes a new media matrix to flexibly market,and closely follows cultural hotspots with both creativity and personality,and smooth purchases Channels form a commercial closed loop.By analyzing the products and marketing of Guomai Culture,it is found that there are still problems: lack of polishing of classic works,over-marketing of works and authors,and bias in advertising,so it proposes corresponding improvement measures: carefully polish the content of the works,both quality and selling,grasp the degree of marketing,and respect the facts.In the end,the overall results of Guomai Culture's book operating strategy have enlightened the industry: deeply plow the book market to form a competitive advantage;attach importance to brand management and build the author's brand;streamline product lines and improve publishing efficiency;give full play to the economic advantages of scope,and develop three-dimensional book content;make full use of new media for marketing innovation.