Communication Research On Best-seller Publication

China's book industry has been entering the era of best-seller. The best-seller is like the leader and the accelerator of publishing industry, promoting the optimization and upgrading of the publishing industry, and also stimulating the development of the publication industries and its relevant industries. "best-selling" is increasingly becoming the goal of publishing industry. How to develop best-seller has already become a hot topic in the publishing industry.This article applies communication theory and adopts systemic analysis method and statistical analysis method. Especially the method of combining theory analysis and case study regards the best-seller publication that belongs to the publication field as a special research target of communications, which not only expanding the research field of communications, but also providing theoretical guidance for the publication research.This article is divided into four chapters to research the publication of best-seller. The first chapter is the introduction, defining best-seller, analyzing its characteristics and its kinds, and researching its meaning. The second chapter analyses the development history of best-seller and points out the weakness in many aspects: selection repetition and the phenomenon of imitating others, piracy and illegal publication, the lack of professional operation mechanism, and makes a comparative research on best-seller planning concept, marketing operation and brand extension which we can learn from western countries. This third chapter applies communication theory and systematic analysis method, attempting to build a systematic model of publication communication for the bestseller in our country, indicating the mutualism mechanism among dominant factors in publication communication system, and coming up with four modes of publication communication of the best-seller: original and dominant pushing mode, pulling mode of hot demand, mode of media and opinion leadership and the mode of brand effect guidance. The fourth chapter puts forward four practical development strategies of the best-seller: selection innovation strategy, content innovation strategy, integration marketing strategy and brand extension strategy.