Books on the operation of book marketing

Traditional book marketing focuses on linear book display, which regards books as a single medium and pure knowledge, without paying attention to the characteristics of their products. It does not deeply develop its marketability, but also deeply leads readers into a trap by mistake. Book reviews, book abstracts, or new book introductions are all traditional "classics". Celebrity book reviews have led to a wave of consumption trends, and the labels recommended by celebrities have been greatly discounted, just like market vendors, selling dog meat in the front street, hanging sheep's heads in the back street, and even beautiful and handsome men have stripped off as pure green food to wash. I don't think that Yuan Bobo's hybrid rice has such a lofty solution to the people in Out of the Mud, so it is inevitable that the traditional book marketing model will change to a new marketing model.

The establishment of new marketing model also conforms to the development of e-commerce.

The transformation from traditional books to e-commerce has become a hot topic of common concern in the network industry and traditional book publishing industry.

Many publishing companies and publishing groups themselves regard the transition to e-commerce as a matter of life and death. The main question is not whether to transform, but how to transform? Faced with so many e-commerce software, solutions, business models and expert advice, many traditional enterprises are eager to transform but are at a loss. I don't know who to listen to and where to start.

"Demand" is the source of the market. Only by studying the "demand" can our book marketing be stable at every step. Looking back at the history of e-commerce, it is the business needs from enterprises that promote the emergence, formation and development of e-commerce. Without the business needs of enterprises, there would be no e-commerce today. Without the demand of traditional enterprises for e-commerce, there is no need for publishing to transform into e-commerce. Of course, the transformation needs expert consultation, but the first "expert" who guides traditional enterprises to transform into e-commerce is their own business needs. Demand is the best "expert". Investigate your needs and let it tell you how to take the first step from traditional book marketing to e-commerce.

As an enterprise, your needs may come from the growing needs of customers, from the pressure of competitors, from your strategic considerations for further development, or from other places. Study carefully what your business needs are. Can e-commerce really improve your customer service ability? Can e-commerce really serve your enterprise development strategy? Has your competitor transformed or planned to transform into an e-commerce? Can e-commerce really increase benefits for your enterprise? Everything starts from the business needs of enterprises, and can be transformed on demand or in no demand. You can also start with the most urgent needs and see which links and aspects of your own enterprise are the weakest and most troublesome. This is often the most urgent need for your enterprise to apply e-commerce. For example, if you feel that the procurement management is too chaotic, the procurement cost is too high, and you really want to improve it, but there is no good way, then you might as well try the method of e-commerce and try to apply online procurement and management, and the effect may make you overjoyed. From here, you can gradually adjust and change other links and other aspects of the enterprise, and gradually integrate and complete the transformation of the enterprise to e-commerce.

Diversification and individuation are increasingly becoming a symbol of our times. E-commerce not only enriches the lifestyle of consumers, but also enriches the business choices of enterprises. It is not necessary and impossible for publishing enterprises to transform into e-commerce. Demand is also the best "expert" in the network industry. Colleagues in the publishing industry might as well get rid of the "standardization" mode and focus on the business needs of traditional publishing enterprises in China, and research and launch something that is really suitable for the transformation of China publishing enterprises into e-commerce. For example, patterns are created by requirements and success, not the other way around. Starting from demand rather than mode, success will be closer to you. The next new business model may be to expect you to create under the guidance of demand.

In the development of publishing e-commerce, social, cultural and environmental factors are bound to be strengthened.

Traditionally, the influence of cultural tendency on publishing marketing is mainly manifested in core culture and sub-culture, which is embodied in material culture and spiritual culture. The core culture is the moral standards, codes of conduct, customs and habits widely recognized by the public. It is the foundation of social ideology. Sub-culture refers to the different cultural characteristics of various social groups on the basis of identifying with the core culture, such as regional sub-culture, national sub-culture and professional sub-culture.

In book marketing activities, how to connect various cultural groups reasonably, and in e-commerce, how to analyze the cultural expression of users' needs reasonably, such as the specific form, communication mode, interaction degree, cultural atmosphere and sensory experience of e-commerce, all restrict the choice of marketing subjects.

Why did e-commerce first develop in developed countries? Why didn't online shopping in the United States encounter "bottlenecks" such as information base, credit system and distribution links? Why do Europe and the United States mainly focus on security, taxation and other technical and management aspects when discussing how to develop e-commerce? In the development of e-commerce in China, people are concerned about how to move the three mountains of "credit, payment and logistics". The crux of the problem is that the market economy in western developed countries has matured, and credit foundation, financial services and transportation services are no longer problems that need to be solved in social and economic development. To some extent, this is a question of how to further utilize, develop and combine them as "surplus resources". At this point, e-commerce is a new attempt and breakthrough.

The development space of book marketing e-commerce in China is bound to surpass traditional industries, and the transformation of publishing and distribution industry is more rapid. Foreign capital is no longer subject to any restrictions in the domestic distribution field, and the investment proportion, business projects and location are all decided by investors. Of course, foreign-funded card-issuing enterprises are qualified, that is, the registered capital of retail enterprises is 5 million yuan, and the operating period does not exceed 30 years; The wholesale enterprise has a registered capital of 30 million yuan, a business area of not less than 50 square meters and an independent business place of 500 square meters. This means that this issue is completely open. It has been three years since China joined the WTO. Up to now: 1. Dahua Media Service Co., Ltd. jointly established by Hong Kong Pan-China Company and People's Daily Land Distribution Center; 2. Fujian Fujian-Taiwan Book Co., Ltd., a joint venture between Fujian Foreign Language Bookstore and Taiwan Province Book Publishing Association; 3. Jiangsu Yining Cultural Industry Co., Ltd., a joint venture between Nanjing Normal University Press and Taiwan Province Xinyi Holdings Co., Ltd.; 4. Beijing 21st Century Splendid Book Chain Co., Ltd. is a joint venture with Bertelsmann in Germany; 5. Beijing Kewen Industrial Information Technology Co., Ltd. (US-Luxembourg joint venture); 6. Chongqing Computer Newspaper Management Co., Ltd. (joint venture with Hong Kong). At present, these wolves are still "wolves", not fierce "wolves", and have not posed a big threat to China's hair industry. But in the long run, we can't rest easy.

The big international background has pushed distribution to the forefront of reform and opening up. This is called urgency. Forcing us to seek reform and development. The establishment of large-scale e-commerce platform and the operation of electronic platform are the frontiers of reform.

social system engineering

American e-commerce heroes, such as Bezos and Del, have brought endless example power to people, and there are constantly elites who want to create e-commerce miracles. But the fact is that the development of e-commerce in China needs to move mountains and break through bottlenecks. The story of too many pioneers becoming martyrs proves one thing, that is, the development of e-commerce is a social system project. This system engineering should at least include the following aspects:

1, Information expressway Construction. Network is the medium and carrier of e-commerce. Without the support of high-speed communication network, it is difficult to do network marketing well.

Through the popularization of network technology, the introduction of new book marketing forms will also be based. For example, the large-scale online book fair using the network, the establishment of an interactive platform for experts, writers and readers, and the application of ERP system for large publishing and distribution groups.

2. Improve financial payment means. The advantage of e-commerce is that it can realize zero-distance payment and purchase and sale. However, it is impossible to achieve "zero distance" without safe and effective financial services, especially electronic payment means.

3. Construction of standards and legal environment. E-commerce is paperless trade, involving the legal status and effectiveness of digital signatures, electronic invoices and electronic contracts. In addition, it also involves information security issues, privacy protection issues, transaction procedures and data exchange standards, as well as tax issues. E-commerce cannot be produced without standards.

4. Construction of enterprise internal management information system. If enterprises want to realize e-commerce, they must realize the unified management and * * * sharing of enterprise information resources. It is the basis of e-commerce application to connect yourself with trading partners who have purchase and sale relations and establish a rapid response system and a "zero inventory" supply chain system.

5, the establishment of physical goods distribution service system. Without a professional and socialized commodity distribution service system, e-commerce, especially online shopping, can only be an online shopping directory service.

The development of e-commerce in China should respect the concept of big e-commerce, that is, e-commerce is a socialized systematic project, involving the external environment of e-commerce application and the internal conditions of e-commerce users.

Book marketing case: Cui's Chinese cultural journey.

September1August-September 24th, Changjiang Literature and Art Publishing House invited Mr. Cui, a famous Korean writer, to conduct a six-day cultural exchange between China and South Korea in Beijing, and cooperated with the publication of Firebird in early September. During this period, the sales volume of the book increased, which attracted the attention of nearly 100 different media. Recently, the news from Beijing Open Book Research Institute shows that Firebird has occupied the seventh place in the comprehensive list of new books in September less than one month after its official release (see the monthly market report for details).

There are many ideas and practices for domestic publishers to invite foreign authors to China for book promotion. However, it is more difficult to organize such activities than to invite domestic authors: first, the financial pressure, the cost of tens of thousands of yuan so that ordinary people look down; Secondly, it is difficult to invite internationally renowned authors, who are very busy with their work and time is tight. Organizers need to do more work to choose a suitable marketing opportunities for China. Thirdly, it is also a great challenge for book marketers to overcome language communication and cultural barriers and organize multi-level cross-cultural marketing activities in a short time. Speaking of Cui's Chinese cultural journey, Luo Xin, who is in charge of planning this activity by Changjiang Literature and Art Publishing House, said: "This activity draws on the marketing concepts of commercial and industrial industries and positions it as a cultural journey. Through careful planning, satisfactory results have been achieved. "

Orientation: Cultural Journey

Luo Xin said that the idea of inviting the author to China for a marketing activity had already taken shape as early as when Changjiang Literature and Art Publishing House negotiated the introduction of copyright. Firebird's marketing strategy was initially completed shortly after signing the contract, characterized by its positioning as a "cultural journey".

Cui is one of the most popular writers in Asia. His Shang Dao and Wang Dao sell well in South Korea and various Asian regions, with millions of copies sold. As soon as his works entered China in 2003, they quickly reached the bestseller list. At the beginning of this year, Cui published a revised edition of Firebird, which caused a sensation in South Korea. This novel, called "self-portrait" by the author, became famous at an early age. It has been adapted into movies and TV series four times, including the TV series Hong Kong Express filmed in Hong Kong. Therefore, the copyright of this book has attracted the attention of many domestic publishing houses.

Luo Xin, who was in charge of copyright trade as a publishing house at that time, got a better understanding of the author Cui and his works in the process of copyright negotiation: the author was very interested in the history and culture of China since he was a child, and Shang Dao showed the author's profound understanding of the history of China. Cui Renhao has been to almost all cities in China, especially Xi 'an and Luoyang, which are very famous ancient capitals in history. Besides traveling around China, Cui has a certain understanding of contemporary culture in China. For example, he especially praised films such as Red Sorghum directed by Zhang Yimou.

"Because of Mr. Cui's unique personal charm and public awareness, he has the function of brand influence and advertising media carrier. Therefore, our agency did not stick to the old way of signing books, but made full use of the author's cultural background and the characteristics of simplicity, frankness, unique personality and publicity of Koreans, and with the help of social attention to' Korean Wave', it turned the event into an interactive experience marketing activity with profound cultural connotation, thus forming a wider public concern. " Luo Xin said when talking about the planning ideas of this event.

Implementation: careful planning

After Shang Dao and Wang Dao were published in China, their sales were very good. It is said that the publishers of these two books also intend to invite Cui to China for book promotion. However, due to the author's busy work, it is difficult to participate in activities at ordinary times and has not been able to make a trip. This time, he cooperated with Changjiang Literature and Art Publishing House for the first time and agreed to come to China. What is the reason? On the fourth day of the activity, when our reporter mentioned this problem to Cui in an interview, the 6 1 year-old author said: "The soil is the death of a confidant."

"Our club has never done such an activity before and has no experience in this respect. But the leaders of our society fully support this matter, and we have made careful plans in advance. We once made an activity plan that lasted for 15 days and had full communication with the Korean side. Therefore, I moved Mr. Cui. " According to reports, the Mid-Autumn Festival happens to be a big festival in South Korea, and there is a 7-day break, so Mr. Cui purposely took advantage of the break to come to China to participate in activities. For this activity, it is very hard for him to double his daily workload after he comes back. And this, inadvertently, also created a topic for the media: Mid-Autumn Festival to China.

In order to make full use of the precious six days, the planner of the agency made the itinerary two weeks in advance. During the "Cultural Tour", we arranged speeches and book conferences from Beijing, interviews with celebrities from Sina, international interviews with CCTV, interviews with many media in Beijing, readers' interaction in prime time in china national radio, book signing, Tianjin media's China cultural tracking experience, and telephone interviews with many Korean media.

This trip takes into account several major marketing activities interspersed and reasonably arranges the author's physical strength. Among them, the keynote speech activities of colleges and universities also considered other colleges and universities, and later decided to be in Beijing Foreign Studies University, because there are more foreign exchange activities here, and there are more students and teachers familiar with Korean language and culture. Sure enough, the atmosphere was very warm, and the audience kept asking questions. Teacher Cui's answer was humorous and was welcomed by the audience.

This activity also successfully mobilized the media. "When inviting foreign authors to China for marketing, readers and the media's understanding of the authors is the most critical! The author likes to communicate with his own media and readers. " After determining the date of the event, the media were notified in early September, mainly by mail and telephone. In the materials for the media, Changjiang Literature and Art Society introduced the author's resume, main works, writing style, features of new works and comments from all walks of life in detail, and attached the activity schedule. The media can contact the organizers for interviews according to their own needs. About hundreds of media outlets across the country have been notified.

The Changjiang Literature and Art Society sent two people to finish the reception in Beijing. Luo Xin and his colleague Miriam Yeung mobilized some friendly relations and cooperation for this activity, such as the full support of Beijing Foreign Studies University and university leaders, the support of friends from Tsinghua University Publishing House, the support of well-known business circle planners, and the transportation provided by many cultural companies in Beijing. The cost is mainly borne by the publishing house, which is about 60 thousand yuan.

Effect: Directly promote sales.

With the cultural journey of South Korean writer Cui China, the news center on Sina's homepage kept the news headlines linked with striking colors for three consecutive days, and Beijing Evening News introduced Mr. Cui and Firebird in color. In the prime-time marketing activities in china national radio, the participants will get the Firebird signed by Mr. Cui after winning the prize. Shenyang evening news, Chongqing Business Daily, Chengdu Evening News and other local media serialized books. There are still media requests for interviews.

The publicity of the media promoted the popularity of Firebird. Cui signed 65,438+040 books in Zhongguancun Book Building, which even the author said was "unexpected". Luo Xin and they didn't expect that once in front of the history museum, a nun from South Korea asked to take a photo with Mr. Cui. South Korean media also paid attention to this trip to China, and there was a telephone interview, saying, "Being far away in South Korea, I also felt Mr. Cui's enthusiasm for activities in China through the Korean media.".

This activity enhanced the author's friendly relations with Changjiang Literature and Art Publishing House and Luo Xin. Knowing that the author intends to write a work about China, Luo Xin specially arranged to spend the Mid-Autumn Festival with Mr. Cui and his wife in a high-rise apartment in Beijing. In a modern room decorated with beautiful China lanterns, Mr Cui also showed off his rich baritone.

However, Luo Xin also believes that the lack of time also makes some of his activities not fully carried out, such as communicating with other China writers and going to other cities.