Research On The Book Promotion Strategy Of Enlightened Bookstores In The Period Of The Republic Of China

During the period of the Republic of China,there was fierce,competition between bookstores.In order to gain advantages in the fierce market competition,the bookstores and bookstores increased their investment in the planning of topic selection,the possession of high-quality publishing resources and the development of book distribution channels.In order to attract readers' attention and increase the sales of books.As a "late comer" of the book industry of the Republic of China with small scale and weak strength,Kaiming Bookstore realized the leapfrog development of turnover and influence in a relatively short period of time,and even ranked among the”Six Book Bureaus of the Republic of China",becoming a special sample of the publishing industry of the Republic of China.In addition to reliable editors and authors,excellent book selection and other factors,in the course of the development of Kaiming Bookstore,book promotion had also played an extremely important role.The book promotion experience and thought of Kaiming Bookstore is of great significance to the present book promotion work.Book promotion strategy refers to the decision-making and strategy of publishing enterprises in order to improve the publicity and promotion effect of book products.The use of the book promotion strategy should be based on the combination of the external promotion environment and the ability to promote the resources within the enterprise,and achieve the promotion goal through the specific promotion methods.Therefore,this thesis firstly analyzes the book promotion conditions of Kaiming Bookstore from the external and internal aspects,and tries to grasp the book promotion environment and its own characteristics.Then,this paper combines the first-hand historical data and related research to analyze the specific book promotion mode of Kaiming Bookstore.Based on full study of historical data,this paper analyzes the book promotion strategy of Kaiming Bookstore from the aspects of the allocation of book promotion resources,the composing and arrangement of book promotion pictures,the choice of promotion opportunity and the application of promotion means.At last,this paper probes into the enlightenment of the book promotion of Kaiming Bookstore to the contemporary times,in order to excavate the place worthy of the present book promotion from the analysis of the historical facts.Viewed from the external book promotion conditions of Kaiming Bookstore,at the beginning of its development,the domestic political and economic environment was relatively stable,the legal system was gradually improved,the social culture was vigorous and the science and technology reached the advanced level in the world.These factors objectively contribute to its initial development and expansion.But in the later period,because of the war,all trades and professions declined seriously,and under the pressure of inflation,it was difficult for the publishing industry to survive.From the inside book promotion conditions of Kaiming Bookstore,it had a clear publishing policy,a clear book promotion system,and a rich variety of books,which was the inherent strength of its book promotion.The book promotion mode of Kaiming Bookstore was rich,forms the promotion mode pattern with advertisement as the main,public relations and other promotion modes as auxiliary,and sets up the corporate image with academic and cultural sense of responsibility while promoting books and expanding sales.In the course of book promotion.Kaiming Bookstore paid attention to the allocation of book promotion resources,allocated the promotion resources reasonably according to the book contents and readers objects,and combined the different promotion methods in a planned way.In order to maximize the effect of book promotion and save the cost of promotion.In promoting the layout of graphic and text,emphasis was placed on promoting the cultural sense of copywriting,highlighting the uniqueness and difference of content layout design,and strengthening brand recognition.In the arrangement and arrangement of book promotion time,the book promotion time and promotion rhythm were targeted for different books.In the promotion also paid attention to the use of a variety of book promotion techniques,the use of hot events and readers to promote interaction.and actively planning marketing activities.At the same time,it paid attention to the culture of the book promotion,paid attention to the maintenance of the reader's relationship,paid attention to the reader's demand,and had a certain brand consciousness.