Research On The Development Strategy Of Book Derivatives

Book derivatives,as an important part of publishing cultural and creative products,are highly correlated with books.On the one hand,book derivatives can convey the content of books and interpret the connotation of books in multiple dimensions,helping publishing houses to show their products and characteristics to the outside world.On the other hand,book derivatives can guide readers to further understand the books and brands of publishing houses,extend the life cycle of books on multiple levels,and increase the sales of relevant books.Therefore,book derivatives are of great significance to publishing houses.However,most publishing houses do not pay enough attention to book derivatives at present.The development efforts are small and in-depth mining is insufficient.As a result,the feedback effect of derivatives on books has not been fully exerted,which has affected the market development of publishing houses to some extent.In this regard,how to effectively improve the development level of book derivatives and accelerate the development pace of book derivatives in publishing houses is a practical problem that needs to be explored and urgently solved by publishing houses.This paper mainly uses literature review,network investigation,and interview methods.By sorting out the survey data of book derivatives and combining the interview results of Shanghai People’s Publishing House,The Commercial Press and Shandong Fine Arts Publishing House,the current development status(type,characteristics,development process,development mode)of book derivatives was analyzed in detail.The study found that the current development of book derivatives mainly includes two modes: independent development and cooperative development.The choice of development mode has the greatest impact on the development of book derivatives.Starting from the development mode,the problems existing in the current development of book derivatives can be further explored,and more development strategies with practical application value can be provided for the development of book derivatives.Therefore,this paper takes the development mode as the starting point and studies the development strategy of book derivatives based on the development mode.Since publishing houses that have established cultural and creative brands have higher development capabilities and richer development experience,the development work under different development modes is more complete,and the current situation of product development under different development modes can be presented in depth.Therefore,the author takes 15 publishing houses that have established cultural and creative brands as the research objects,and conducts a comprehensive combing and in-depth analysis of the development of 641 book derivatives from four aspects: participating subjects,product categories,product design and production,and sales channel layout.Specifically,under the independent development mode,the development of book derivatives has the following characteristics: the cultural and creative department is responsible for development;products are mainly household goods and stationery;design and production are led by the publishing house;products are mainly sold through publishing house channels.Under the cooperative development mode,the development of book derivatives has the following characteristics:products are developed in the form of co-branding by both parties,and clothing products are the main type;design and production are jointly undertaken by both parties;products are sold through publishing house channels and cooperative channels.On this basis,the independent development mode and cooperative development mode are comprehensively compared,the advantages and disadvantages of the two are summarized,and it is pointed out that cooperative development will become the focus of future book derivatives development in publishing houses.Based on the current situation of book derivatives development in publishing houses,the author found that the current development work mainly has unclear ways to obtain the rights to develop derivatives,lack of in-depth mining of book resources,independent development faces bottlenecks in funds and resources,cooperative development lacks overall consideration of cooperative objects,ignores product marketing management during development,and lacks consideration of readers’ experience and feedback after development.To address the above issues,the author puts forward feasible solutions and optimization suggestions for the development of book derivatives in publishing houses through research.The main ones include: clarifying the way to obtain the rights to develop derivatives;deeply mining book content resources to exert content value;using multiple platforms and resources to break through the bottlenecks of independent development;comprehensively considering cooperative development objects from multiple angles;strengthening product marketing management during development;and establishing a sound reader feedback mechanism after development.Through this study,it is intended to play some reference role in the development of book derivatives in publishing houses,so that they can better integrate and transform their own resources,give full play to their own advantages,and seek long-term development and sustained growth through diversified operations.