Research On Book Product Design From The Perspective Of Experience Marketing

In the context of promoting the development of traditional publishing and emerging publishing,meeting personalized needs of the user,strengthening service awareness of user concept,and focusing on user experience have become trends in the publishing industry.Academia study of experiential marketing is better,but there is less research on book experience marketing,what is more,the study of book experience marketing focuses on offline bookstore,ignoring the study of experiential marketing in the front-end publishing process,based on which,this article combs the publishing industry from the perspective of experiential marketing research,and studies the application of experience marketing in the front of the book publishing process that is product design process.Based on two clues:the reader point of view and the front of the book publishing process,this article studies the book product design under the view of book experience marketing.This paper is divided into four chapters.The first chapter analyzes the status and shortcomings of the research on book experience marketing,creatively puts forward readers view,process view and product view of the book experience marketing,and points out that experiential marketing thinking can be used in the course of book product design.First,let the reader directly involved in the production process of book products,in other words,experience is the product;Second,design boobs from the view of the types of reader experience,that is,add experience in the form of products.The second chapter studies the book design of the five kinds of reader experience types,including sensory experience,emotional experience,thinking experience,action experience and relationship experience.The third chapter studies the experiential marketing in the book product design process.Readers directly participate in the process of planning,composting,selecting and book cover designing,becoming the partner of publishers.The fourth chapter explains the new model of readers’ participation in the design of book product from the view of experiential marketing.It can reshape the traditional business logic of publishing.For one thing,this paper summarizes the trend of book design,for another thing,it reveals the misunderstanding of the book product design in the view of experiential marketing.Hoped that this article and the research can bring help to the book design in the future.