Research On The Publishing Marketing Strategy Of Kaiming Bookstore In The Republic Of China

The Kaiming Bookstore was born in Shanghai during the Republic of China,and the founder was the editor of the original Commercial Press,Zhang Xiyu.It was the May Fourth New Culture.In the 1920s,Zhang Xiyu,the editor-in-chief of Women's Magazine,was too radical in spreading women's emancipation,was dismissed by the Commercial Press,and subsequently supported by a group of cultural people.The Kaiming Bookstore was founded.From this point of view,the Kaiming Bookstore can be said to be the product of the May Fourth New Culture Movement.In the early days of its development,Kaiming Bookstore paid great attention to the development of textbook publishing business.The enlightened confidant headed by Zhang Xiyu first planned the"Enlightened Loose-leaf Manuscripts"with half the effort and the profit-making,so as to successfully enter the textbook publishing market,and then hired Lin Yutang to compile the"Enlightened English Reader",and finally in the highly competitive textbook.After a slice of the publishing market,he later planned and published the"Kaiming Mathematics Book",which formed the"three enlightenment books of Kaiming"-which sold well during the Republic of China and brought rich revenue to the Kaiming Bookstore.In turn,it laid a solid material foundation for the expansion of other businesses after the Kaiming Bookstore.After the Kaiming Bookstore gained a foothold in the publishing industry through the publication of textbooks,with the participation of Kai Yanzun,Ye Shengtao and other enlightened individuals,the publishing policy of"middle-educational youth"was finally established,and the“Secondary Student"magazine It was also founded by this.Since then,the Kaiming Bookstore has published a series of good books around the majority of young readers,and Kaiming Tongren has also realized its ideal of enlightenment through cultural publishing in this process.Based on the purpose of publishing a good book for readers,Kaiming Bookstore adopts a publishing strategy such as"prescribed scope",and adopts corresponding marketing strategies to achieve the goal of finding a good book for a good book.It is worth mentioning that the Kaiming Bookstore has a"Reader Questionnaire"attached to each new book to get the reader's opinion.This action has received enthusiastic response from the readers,and Kaifeng's colleagues have created a special offer.Readers'vocal publications,Enlightened,to better understand and meet the needs of readers.As for the most influential Middle School Student magazine in Kaiming Bookstore,it is closely related to readers from the beginning.Kaiming Tongren deeply interacted with the readers through the"page of the readers"and the essay contest of“Secondary Student"magazine,which made readers have a strong sense of belonging to"Secondary Students" and even Kaiming Bookstore.The Kaiming Bookstore also pays special attention to the advertising and publicity work.The slogan written by Kaiming is insisting on the attitude of seeking truth from facts and being responsible to the readers,and giving more advertising and publicity investment to the key books published.Because Kaiming Bookstore has adopted these marketing strategies,many of the good books published by Kaiming Bookstore,including the big ones like"R.T.",are also happy to buy.In fact,publishing is the work of striving for readers and communication ideas.The reason why Kaiming Bookstore has developed an effective strategy in publishing marketing is that the enlightened acquaintances regard publishing as part of the cultural education.Kaiming Tongren finally realized the ideal of cultural education enlightenment by planning and publishing high-quality spiritual reading materials that were beneficial to the majority of young people at that time.In short,although the Kaiming Bookstore only existed for 28 years,it is an extraordinary 28 years.Its published youth reading materials,especially the"Secondary Student"magazine,enlightened the young generation at that time.And this,this is the result of the efforts of the enlightened cadres led by Zhang Xiyu,Xia Yuzun and Ye Shengtao.