Research On BOOKY’s Book Marketing Channel Conflicts And Coordination

With the prosperity of the cultural market, more and more published categories, and increased publishing scale, the competition of mass reading book market is more and more serious. It’s not enough to rely on the competition of book content. More book products rely on the control and promotion by publisher of the channel. Publisher could deliver books to readers through channel control effectively. Now effective distribution channels have become the most important issue of the survival and development of the publisher. The one who control the channels, pay attention on channel building up, and set up effective channel system, will be benefit in competition.China’s publishing industry is restructured with the publishing unit, such as the rise of electricity providers in transition channels. Old channels are replaced step by step. Currently, book selling channels are mainly as below: Xinhua channel(domestic channel), private wholesale channels, private retail electricity supplier channels, other special channels(airports, high-speed rail, libraries, etc.). At present, there are still many deficiencies channels, mainly in: lower channel efficiency, high transaction costs, channel confusion, conflict continues between channels. Currently channel conflict is particularly serious problem. Channel conflict lead to channel customer dissatisfaction to publisher, and even profit through the spread, and the formation of false sales, resulting surge in the amount of return, overstock serious publisher to bring a great loss. Therefore it has become a key issue in the survival and development of the publisher whether the problem of channel conflict can be solved. However, because the overall share of the mass book market is small, it is often not valued by the channel. It becomes market difficulty how to solve the problem of channel conflict.This paper is divided into five parts. The first part focuses on the introduction of this paper the purpose and significance, and important problems of the paper. The second part is the detailed description of marketing channel conflict theory on this basis, the relevant literature is reviewed. This part is based on BOOKY’s company the theoretical basis of this study.