Research On The Marketing Of Physical Books Of Internet Novels

Internet literature originated on the Internet,created and uploaded by netizens independently,and has always been regarded as "grass-root literature" by the orthodox literature circle.With the passage of time,the scale of online literature has expanded rapidly,and more and more high-quality writers have joined the creation team of online literature,injecting a new force into online literature,and pushing the quality and quantity of online literature to a new height.It is difficult for an entity-published novel to achieve millions of bestsellers,while online novels can easily achieve.The huge reader market hidden behind the manuscript material library of online novels and its strong consumption power lies in the Internet novel IP(Intellectual Property)has been proven in the profiteering development.The success of the adaptation of online texts and movies has allowed publishers to focus on the popular IP of online novels.How to make good use of existing online literature resources and rationally divert online popularity to the consumption of physical books to achieve the greatest economic benefit? We are required to have a clear understanding of the current situation of the entire process of physical publishing and marketing of online novels,clarify the advantages and disadvantages of the current situation,and "prescribe the right medicine",so as to adjust the specific strategies of topic selection,editing,printing and distribution,and after-sales promotion.In the substantive marketing of online novels,given that the particularity of the reader's identity usually involves group economic concepts such as "fan economy" and "community marketing",the consumer behavior of the reader group presents the characteristics of collective,spontaneous,and purposeful nature.Compared with general books,the readers of physical online novels are between the identities of text readers and fans of the author's novels.Combined with the analysis of the actualized data of online literature in the past five years,online novels are mostly selected based on the number of online reading clicks in the product production stage,resulting in an absolute proportion of romance novels in the market;the number is subject to publishing industry policies such as the tightening of mainland book numbers Restrictions remain relatively stable;book pricing is highly polarized,especially the problem of excessive packaging that needs to be rectified.The nature of online novels first being published online and then physically published also makes them closely connected with the Internet in all aspects of copyright signing,information release,sales and transportation,after-sales feedback,etc.,relying on online literature platforms,social media platforms,etc.to simplify the book materialization process It is more convenient and convenient,and the book sale flows across regions.The promotion strategy of the physical book of online novels is closely linked to the "Internet popularity",and the content of the article is expanded to enhance the competitiveness and attractiveness of the text;to grasp the fan psychology in the form,and to enhance the delicacy and collectability of the decoration;the promotion of the personnel On the Internet,give full play to the appeal of online authors,link up with celebrities and celebrities in various IP industries,and expand the radiation and influence of physical books;the sales promotion is supplemented by gifts,discounts,author signatures and others to optimize readers' buying experience Sense and satisfaction.There are many problems in the rapid development of online novel physical books,and the publishing order urgently needs to be rectified and guided.These include not only detailed issues such as the scientific nature of online publication standards,the reasonableness of book pricing,and the integrity of the pre-sale system,but also macro issues such as disconnection between online and offline marketing,illegal publishing and sales.In response to the chaos in the industry,different subjects should be positioned to play their roles and identities,and take the initiative to assume their own responsibilities,so that publishing benefits are more inclined to social benefits.