Research On The Marketing Strategy Of World Book Company’s Swordsman Publishing

At present,China’s publishing industry is in an era of media integration,while the modern publishing industry a hundred years ago greeted the arrival of the first multimedia era in China.Among them,the publishing practice of World Book Company and Shen Zhifang in the first multimedia era can be used for reference.Even though the media carriers at that time were different from those at present,for example,at that time,it was a multimedia era dominated by print media,while now it was an era of integrated media dominated by the Internet.However,the operation methods of publishing marketing are very similar,so the study of the martial arts publishing marketing strategy of the World Book Company is helpful for us to look back on the current publishing activities.In the 1920 s and 1930 s,the martial arts publication of the World Book Company was famous at home and abroad,which set off the "martial arts craze" in the period of the Republic of China.The emergence of this phenomenon is not accidental,but is born under a certain background of the times.First of all,the ideological trend of "strengthening the country and protecting the species" and "practicing martial arts" began in the late Qing Dynasty and continued to the beginning of the Republic of China,which provided writing resources for the development of martial arts novels in the Republic of China.Secondly,the rapid development of capitalist industry and commerce in Shanghai has not only led to iterative changes in printing technology and printing machines,but also greatly accelerated the process of urbanization,with a sharp increase in the population of citizens.With the rise of the citizen class,the reading market is also quietly changing,and popular literature gradually occupies the market.Based on this publishing background,the martial arts publishing of the World Book Company came into being.The development of martial arts publishing in the World Book Company has gone through three stages.The first stage is from 1917 to 1922,which is the embryonic stage.At this stage,the article briefly describes some of the early attempts of the book company on the martial arts theme publication.The second stage is from 1923 to 1934,which is the stage of development and prosperity,which presents some of the most representative journals and novels in the martial arts publication of the World Book Company.The third stage is from 1935 to 1949,that is,the stage of sustainable development,which briefly includes the activities in which some classic martial arts novels in the martial arts publication of the World Book Company were adapted into dramas and continued to be published.As a matter of fact,the World Book Company was not the birthplace of martial arts publishing in the Republic of China.The publication of the novel "chivalrous case" in the late Qing Dynasty lasted until the early period of the Republic of China,but it was not well received in the book market.Until the thunder of the " Biographies of jianghu chivalry " resounded through the book industry in Shanghai,which heralded the opening of the era of "martial arts of the old school of the Republic of China".The success of the World Book Company is not accidental,but it is actually a "good strategy" that the World Book Company has been planning for a long time.For example,Shen Zhifang constructed a group of writers around the "Mandarin Duck and Butterfly School" and realized the product strategy of buying out the editors and monopolizing the content.Or the brand strategy of promoting works in mainstream media such as newspapers.Among them,the most exquisite is the cross-border marketing strategy of the bookstore from periodicals,books to film to promote martial arts publishing series.Today,the martial arts theme publication of the World Book Company has become a magnificent scene in the magnificent publishing history of the Republic of China.It is also the most successful marketing case under the background of the first multimedia era in China.World Book Company has achieved "fame and wealth" through exquisite marketing strategy II,so the research on the marketing strategy of martial arts publishing of World Book Company is of certain value.This paper intends to explore the marketing strategy of the martial arts publishing of the World Book Company and examine the deep logic behind it.This paper attempts to find its mirror case in the contemporary publishing industry for comparison,in order to give some enlightenment to the current publishing practice.