Study On Community Marketing Of Publishing Enterprises In China

As is known for all,there's an old saying like "birds of a feather of lock together".When looking back the development of community in a vertical way,it evolves in pattern as "tribe-ethnic group-social group-community".The development of technology and popularization of network completely break through the limitation of time and space,thus tremendously releasing the power and valuation of community.With gradual change of consumption concept and buying form,the book marketing based on community rises,gradually permeates the mainstream of book-selling market,and constitutes a greater proportion of total market.Many publishing companies built their own community or corporate with We Media and E-commercial community to enhance the book selling,therefore greatly level up the trend of book community market.Publishing companies gather the readers with same hobbies,appeals and similar thoughts and sell to them,which is what community marketing about.It exerts a magnificent and deep effect on editing,composition,publishing process and brand boosting.The community marketing platform consists of two kinds,one stands for those who built their own community(like Douban,Wechat,Weibo,QQ,and Tieba),and the other include those who corporate with outside community like We Media or E-commercial community.Brand marketing,experience marketing,empathy marketing and content marketing are main strategies for publishing companies to carry out the book community marketing,both on line and off line,in the forms of group sharing,Wechat lesson,on-line show,reading sessions,new book launch meeting or book salon.A series of problems exist about community marketing in Chinese publishing companies.1,limitations on areas of community marketing and lack of diversity;2,professionals are in a great need and the operation system also need to be highly developed;3,On the level of marketing effect,conversion rate of selling tend to go down.The question here is "How to effectively carry out the book community marketing?" Firstly,the platform building needs to be improved to develop simultaneously the self-community and outside community;Secondly,Strategies need to be made,especially on the matching-rate of marketing methods and accuracy of target group;last but not the least,innovation need to be excavated to enhance the valuation of community and to optimize the customer experience.