1 thought on “Books about book marketing operations”
Bryan
Traditional book marketing, focusing on straight linear books, not only the book is a single medium, and uses the book purely as a kind of knowledge, without facing the characteristics of its products. At the same time, it was deeply introduced to a trap by mistake. Book reviews, books, or new books are all traditional “classics”. The book reviews of famous artists guide a wave of consumption trends. The labels recommended by celebrities are very discounted. Sheep’s head, more beautiful handsome guys take off and wash them when they are purebred green food. I think that we have no such lofty people in the water and fire in the water and fire, so the traditional book marketing method is inevitable.
The establishment of the new marketing model, which is in line with the development of e -commerce.
The transformation to e -commerce to e -commerce has become a hot topic for the online industry and traditional book publishing industry.
The publishing companies, the publishing group itself has transformed into e -commerce as a major event for the overall situation, related to life and death. The main problem is not to transform, but how to transform? Faced with so many e -commerce software, solutions, business models, and expert guidance, many traditional enterprises have transformed their minds but have no confidence. I do n’t know who to hear and where to start.
“Demand” is the source of the market. Starting from studying “demand”, our book marketing will take every step. Looking back at the history of e -commerce, it is the business demand from the enterprise that promotes the generation, formation and development of e -commerce. Without the business needs of the enterprise, there is no e -commerce today. Without traditional enterprises’ needs for e -commerce, it is also not necessary to publish the need to publish to e -commerce. Of course, the transformation requires expert consultation, but the first “expert” to guide traditional enterprises to transform to e -commerce is the business needs of the enterprise themselves. The demand is the best “expert”, examining and studying your needs, let the needs tell you how the first step of traditional book marketing to e -commerce should go.
As as an enterprise, your needs may come from the increasing requirements of customers on you, the pressure of competitors, may be from the strategic considerations of your further development, or any other place. Study where your business needs are? Can e -commerce really improve your customer service capabilities? Can e -commerce really serve your business development strategy? Has your competitors or plan to transform to e -commerce? Can e -commerce really increase benefits to your business? Starting from the business demand of the enterprise, how to transform the need to transform, or if there is no need to transform. You can also start with the most urgent needs to see which link and aspect is the weakest and most headache in your company? This is often the most urgent need for e -commerce in your company. For example, you feel that the procurement management is too chaotic and the purchasing cost is too high. If you want to improve but there is no good way, then you may wish to try the method of e -commerce. Try to apply online procurement and management. The effect may make you overjoyed. From here, you can gradually adjust and change the other aspects and aspects of the enterprise to gradually integrate and complete the transformation of enterprises to e -commerce.
The diversification and personalization have become a sign of our time. E -commerce has enriched consumers’ lifestyle and also enriches the business choices of enterprises. Publishing enterprises do not have to have a model and generalized to transform publishing companies to e -commerce. The demand is also the best “expert” in the online industry. Colleagues in the publishing industry may wish to be relieved from those, universal, and “standardized” models, and strive to invest in business needs of traditional Chinese publishing companies, research and launch things that are truly suitable for Chinese publishing companies to transform e -commerce to e -commerce transformation. Essence For example, the model creates a model for demand and success, not the opposite. Starting from demand rather than from the model, success will be closer to you. The next new business model may be looking forward to the guidance of demand to create.
The social and cultural factors in the development of the publishing industry must also be strengthened.
The impact on cultural tendencies on publishing marketing is mainly in the traditional sense in the core culture and sub -culture, and it is specifically reflected at the level of material culture and spiritual culture. The core culture is the moral standards widely recognized by the public, standards, customs and habits, etc. It is the basis of social ideology. The subculture is based on the core culture. Different cultural characteristics of various social groups, such as regional sub -culture, national subculture, professional subculture, etc.
In book marketing activities, how to reasonably connect various cultural groups, and in e -commerce, reasonably analyze the cultural expression of user needs, such as the specific form, communication method, interaction, cultural atmosphere of e -commerce, Sensory experiences are restricted on the choice of marketing subjects.
Why are e -commerce developed first in developed countries? Why does the American online shopping not encounter “bottlenecks” such as informatization, credit systems, and distribution links? Why is Europe and the United States focusing on how the development of e -commerce develops on the level of security, taxation and other technologies and management? In the course of the development of e -commerce, the issues that people care about are on how to move away the three mountains of “credit, payment, and logistics”? The key to the problem is that the market economy of Western developed countries has matured. Credit foundation, financial services, and transportation services are no longer a problem to solve in the development of socio In this point, e -commerce is a new attempt and breakthrough.
The process of commercialization of book marketing e -commerce will inevitably surpass traditional industries in China, and the transformation of publishing and distribution industries is faster. Foreign capital is no longer restricted in the domestic distribution field. The investment ratio, business project, and place of establishment are independently determined by investors. Of course, there are also conditions for foreign -funded issuance enterprises, that is, the registered capital of retail enterprises is 5 million yuan, and the business period does not exceed 30 years; the wholesale enterprise registered funds of 30 million yuan, the business area is not less than 50 square meters, and the independent operating area area is 500 500 Square meter. This means that this one is fully open. my country ’s Canadian World Trade Organization has been for three years, so far: 1. “Dahua Media Service Co., Ltd.”, which is established by the Panhua Company and the People’s Daily Land Distribution Center; 3. 4. Beijing Twenty -first Century Splendid Book Chain Co., Ltd. joint venture with Betasmann, Germany; 5, Beijing Kewen Book Information Technology Co., Ltd. (joint venture with the United States and Luxembourg); Chongqing Computer News Operation Co., Ltd. (joint venture with Hong Kong). At present, these wolves are still “wolf cubs”, which is not a fierce “big gray wolf”, and has not yet pose a big threat to my country’s distribution industry. But in the long run, we can’t worry about it.
The large international background forced the issuance to the forefront of reform and opening up. This is called the situation. Forcing us to seek reform and seek development. The establishment of large e -commerce platforms and the operation of electronic platforms are even more reform.
The social system engineering
The American e -commerce heroes such as Bezos and Dels have brought endless role models to people. , But the fact is that the development of e -commerce in China needs to move away one by one, break through the bottlenecks after another, and the story of too many pioneers is to prove one thing, that is, the development of e -commerce is a society. System engineering. This system project should include at least the following aspects:
1. The construction of information highway. The network is the media and carrier of e -commerce. Without high -speed communication networks for support, it is difficult to make online marketing.
In the improvement of network technology, new forms of book marketing will also have a basis for support. For example, the establishment of a large -scale online book fair, experts, writers, readers, and the application of large -scale publishing group ERP systems using the Internet.
2. The improvement of financial payment methods. The advantage of e -commerce is that it can achieve zero -distance receipt and payment. However, if there is no security and effective financial services, especially electronic payment means, it will not be able to do “zero distance”.
3. Standard and legal environment construction. E -commerce is a paperless trade, which involves the legal status and effectiveness of digital signatures, electronic invoices, and electronic contracts. In addition, it is also related to information security issues, privacy protection issues, trading standard specifications and data exchange standards, and tax issues. The lack of standard e -commerce cannot be produced.
4. Construction of internal management information system. To realize e -commerce, enterprises are to realize the unified management and sharing of corporate information resources, link themselves with trading partners with a purchase and sales relationship, and establish a rapid response system, “zero inventory” supply chain system, etc. Base.
5. Establishing the real product distribution service system. Without a professional and social commodity distribution service system, e -commerce, especially online shopping, can only be an online shopping directory service.
The development of e -commerce in China should admire the concept of large e -commerce, that is, e -commerce is a social system engineering. aspect.
Book marketing Case: Analyze Korean writer Cui Renhao Chinese Cultural Journey From September 18th to 24th, the Yangtze River Literature and Art Publishing House invited Mr. Cui Renhao, a well -known Korean author of South Korea to carry out six days in Beijing for six days China and South Korea’s cultural exchange activities and cooperate with the “Firebird” published by the agency in early September for publicity. During this period, the sales of the book responded to the attention of nearly a hundred different media. Recently, the news from the Institute of Book Research from the Beijing Book of Books showed that the official sales of “Firebird” have not been in the good position in the new book comprehensive list in September (see the monthly market of the current market) Essence Is invited foreign authors to come to China to promote books, and domestic publishers have many ideas and practice. However, there are more difficulties in organizing such activities than inviting domestic authors: first, the pressure of funds, the cost of tens of thousands of yuan makes the general people sigh; the other is that invitation is difficult, the internationally renowned authors are busy, the schedule is tense, the organizer wants to choose When a marketing timing suitable for China is issued, you need to do more work; the third is to overcome language communication and cultural obstacles, and centralize many levels of cross -cultural marketing activities in a short period of time. challenge. Talking about this trip to China Cui Renhao’s cultural tour of the Korean writer Cui Renhao, Luo Xin, who is responsible for planning this event, believes: “This event borrows the marketing concepts of the business and industrial industry and positions the event as a cultural journey. Through a comparative plan, you can get satisfactory results. “
Positioning: Cultural Journey
Luo Xin said that inviting the author to come to China for a marketing activity idea As early as the Yangtze River Literary and Art Publishing House -negotiating the introduction of copyright, it has already taken shape. The marketing and market strategies of “Firebird” were initially completed shortly after signing the contract. The characteristic is to position as a “cultural journey”.
The Cui Renhao is one of the most popular writers in Asia. His “Business Road” and “King Tao” are sold in South Korea and Asia, with millions of volumes. As soon as his work entered China in 2003, he quickly appeared on the best -selling book list. Cui Renhao launched a modified “Firebird” earlier this year, which caused a sensation in South Korea. This novel that is known as “self -portrait” by the author is a fame of the author’s early years and has been adapted into a movie TV series four times, including the TV series “Hong Kong Express” filmed by Hong Kong. Therefore, the copyright of the book has attracted the attention of many domestic publishers.
The Luo Xin, who was responsible for copyright trade as the publisher at that time, also had a further understanding of the author Cui Renhao and his work in the process of negotiating the copyright: this author has been dazed from childhood, and the history and culture of China are quite equivalent Interesting, the author’s deep understanding of the author’s history in “Business” shows. Cui Renhao, large and small cities in China, has almost traveled, especially in Xi’an and Luoyang, which are very famous in history. In addition to collecting winds around China, Cui Renhao also has a certain understanding of the contemporary Chinese culture. For example, he especially respects movies such as “Red Sorghum” directed by Zhang Yimou.
“Mr. Cui Renhao has the characteristics of unique personal charm and public popularity, so that he has the function of brand influence and advertising media carrier. The method of selling books, but make full use of the author’s cultural background and the characteristics of simple humanities, realistic, unique personality, and publicity, etc., with the help of society’s attention to ‘Korean Wave’ Marketing activities, thereby forming a wider public concern, “Luo Xin said in the planning idea of this event.
The implementation: Periodic plan
“Commercial Dao” and “Wang Dao” were published in China and performed well. Cui Renhao came to China to do a book propaganda, but because the author is busy at work, it is difficult to have time to participate in the event, and he has not been able to do it. And this time he cooperated with the Yangtze River Literary and Art Publishing House for the first time, and promised to come to China. What was the reason? On the fourth day of the event, when the reporter mentioned this problem to Cui Renhao in the interview, the 61 -year -old author said: “The soil is the dying of the confidant.” n ” I haven’t done such activities, there are few experience in this regard. However, the leaders of our agency have supported the matter, and we have made a thorough plan in advance. We have issued a 15 -day event planning case for more than ten pages. Communication with South Korea is also very sufficient. Therefore, Mr. Cui was moved. “According to reports, the Mid -Autumn Festival is also a big festival in South Korea. Seven days of rest. Therefore, Mr. Cui specially used the rest time to go to China to participate in the event. For this event, the daily workload of his daily work after returning was doubled, which was very hard. And inadvertently, it also created a topic for the media: Mid -Autumn Festival.
In order to make full use of the valuable six days, the planner of the agency produced a schedule two weeks in advance, and arranged in the “cultural journey”. Celebrity interviews, CCTV international interviews, interviews with many media in Beijing, readers interacting for one week in the golden period of the Central People’s Broadcasting Station, signatures and sales, and Tianjin Media to follow up and experience Chinese culture, and many media interviews with South Korea.
The itinerary considers several main marketing activities interspersed, and reasonably arrange the author’s physical strength. Among them, the keynote speaking activities of colleges and universities have also been considered by other colleges. Later, it was set to be at Beijing Foreign Language University because there were many foreign exchange activities here, and there were many students and teachers familiar with Korean language and culture. Sure enough, the atmosphere at the scene was very enthusiastic, the audience continued to ask, and Mr. Cui’s answer was very humorous, which was welcomed by the audience.
This this event is also relatively successful for the media. “When we invite foreign authors to marketing in China, readers and the media are the most critical to understand the author! The author likes to communicate with his media and readers.” After determining the event date, the media began to notify the media in early September. Email and telephone. Among the materials to the media, the Yangtze River Literature and Art Club introduced the author’s resume, main works, writing styles, new work characteristics and evaluation of all walks of life, and attached the schedule of activities. The media can contact the organizer to interview with the organizer according to their needs. About hundreds of media across the country received notifications.
The Yangtze River Literature and Art Club sent a total of two people to complete the reception of Beijing. Luo Xin and his colleague Yang Qianguang mobilized some friendly relationships for the event. Many cultural companies provide transportation. The cost of the main publisher is about 60,000 yuan.
effect: directly promote sales
With the development of Korean writer Cui Renhao Chinese cultural tourism activities, the “News Center” of Sina.com preserves the title link of the news title for 3 days For a long time, the “Beijing Evening News” introduced Mr. Cui and “Firebird” with the color version. The marketing activities carried out by the Central People’s Broadcasting Station in one week, and the participants will receive the “Firebird” signed by Mr. Cui after winning the award. “Shenyang Evening News”, “Chongqing Commercial Daily” and “Chengdu Evening News” have been serialized by local media. At present, there are still media requirements for the media.
The media propaganda has led to the popularity of “Firebird”. Cui Renhao signed 140 books on the Bookstore Book Building in Zhongguancun. Such a number even said that the author also said that “it is not expected.” And Luo Xin did not expect that in front of the History Museum, even the nuns of the Korean tourist side asked to take a photo with Mr. Cui. South Korea also has the media on this China trip. He has interviewed by telephone, “Far in South Korea, and through the Korean media, he also felt the popularity of Mr. Cui in China.”
The friendly relationship between the author to the Yangtze River Literature and Art Publishing House and Luo Xin and others during this event. It was learned that the author intends to write a work involving Chinese. In the Mid -Autumn Festival, Luo Xin specially arranged a high -level apartment in Beijing and Mr. Cui and his wife to spend a joint festival. In the beautiful Chinese lantern and a modern room, Mr. Cui also showed his thick male sound.
. Luo Xin also believes that the lack of time has also made some of his activities that have failed to fully develop, such as exchanges with other Chinese writers, going to other cities, etc.
Traditional book marketing, focusing on straight linear books, not only the book is a single medium, and uses the book purely as a kind of knowledge, without facing the characteristics of its products. At the same time, it was deeply introduced to a trap by mistake. Book reviews, books, or new books are all traditional “classics”. The book reviews of famous artists guide a wave of consumption trends. The labels recommended by celebrities are very discounted. Sheep’s head, more beautiful handsome guys take off and wash them when they are purebred green food. I think that we have no such lofty people in the water and fire in the water and fire, so the traditional book marketing method is inevitable.
The establishment of the new marketing model, which is in line with the development of e -commerce.
The transformation to e -commerce to e -commerce has become a hot topic for the online industry and traditional book publishing industry.
The publishing companies, the publishing group itself has transformed into e -commerce as a major event for the overall situation, related to life and death. The main problem is not to transform, but how to transform? Faced with so many e -commerce software, solutions, business models, and expert guidance, many traditional enterprises have transformed their minds but have no confidence. I do n’t know who to hear and where to start.
“Demand” is the source of the market. Starting from studying “demand”, our book marketing will take every step. Looking back at the history of e -commerce, it is the business demand from the enterprise that promotes the generation, formation and development of e -commerce. Without the business needs of the enterprise, there is no e -commerce today. Without traditional enterprises’ needs for e -commerce, it is also not necessary to publish the need to publish to e -commerce. Of course, the transformation requires expert consultation, but the first “expert” to guide traditional enterprises to transform to e -commerce is the business needs of the enterprise themselves. The demand is the best “expert”, examining and studying your needs, let the needs tell you how the first step of traditional book marketing to e -commerce should go.
As as an enterprise, your needs may come from the increasing requirements of customers on you, the pressure of competitors, may be from the strategic considerations of your further development, or any other place. Study where your business needs are? Can e -commerce really improve your customer service capabilities? Can e -commerce really serve your business development strategy? Has your competitors or plan to transform to e -commerce? Can e -commerce really increase benefits to your business? Starting from the business demand of the enterprise, how to transform the need to transform, or if there is no need to transform. You can also start with the most urgent needs to see which link and aspect is the weakest and most headache in your company? This is often the most urgent need for e -commerce in your company. For example, you feel that the procurement management is too chaotic and the purchasing cost is too high. If you want to improve but there is no good way, then you may wish to try the method of e -commerce. Try to apply online procurement and management. The effect may make you overjoyed. From here, you can gradually adjust and change the other aspects and aspects of the enterprise to gradually integrate and complete the transformation of enterprises to e -commerce.
The diversification and personalization have become a sign of our time. E -commerce has enriched consumers’ lifestyle and also enriches the business choices of enterprises. Publishing enterprises do not have to have a model and generalized to transform publishing companies to e -commerce. The demand is also the best “expert” in the online industry. Colleagues in the publishing industry may wish to be relieved from those, universal, and “standardized” models, and strive to invest in business needs of traditional Chinese publishing companies, research and launch things that are truly suitable for Chinese publishing companies to transform e -commerce to e -commerce transformation. Essence For example, the model creates a model for demand and success, not the opposite. Starting from demand rather than from the model, success will be closer to you. The next new business model may be looking forward to the guidance of demand to create.
The social and cultural factors in the development of the publishing industry must also be strengthened.
The impact on cultural tendencies on publishing marketing is mainly in the traditional sense in the core culture and sub -culture, and it is specifically reflected at the level of material culture and spiritual culture. The core culture is the moral standards widely recognized by the public, standards, customs and habits, etc. It is the basis of social ideology. The subculture is based on the core culture. Different cultural characteristics of various social groups, such as regional sub -culture, national subculture, professional subculture, etc.
In book marketing activities, how to reasonably connect various cultural groups, and in e -commerce, reasonably analyze the cultural expression of user needs, such as the specific form, communication method, interaction, cultural atmosphere of e -commerce, Sensory experiences are restricted on the choice of marketing subjects.
Why are e -commerce developed first in developed countries? Why does the American online shopping not encounter “bottlenecks” such as informatization, credit systems, and distribution links? Why is Europe and the United States focusing on how the development of e -commerce develops on the level of security, taxation and other technologies and management? In the course of the development of e -commerce, the issues that people care about are on how to move away the three mountains of “credit, payment, and logistics”? The key to the problem is that the market economy of Western developed countries has matured. Credit foundation, financial services, and transportation services are no longer a problem to solve in the development of socio In this point, e -commerce is a new attempt and breakthrough.
The process of commercialization of book marketing e -commerce will inevitably surpass traditional industries in China, and the transformation of publishing and distribution industries is faster. Foreign capital is no longer restricted in the domestic distribution field. The investment ratio, business project, and place of establishment are independently determined by investors. Of course, there are also conditions for foreign -funded issuance enterprises, that is, the registered capital of retail enterprises is 5 million yuan, and the business period does not exceed 30 years; the wholesale enterprise registered funds of 30 million yuan, the business area is not less than 50 square meters, and the independent operating area area is 500 500 Square meter. This means that this one is fully open. my country ’s Canadian World Trade Organization has been for three years, so far: 1. “Dahua Media Service Co., Ltd.”, which is established by the Panhua Company and the People’s Daily Land Distribution Center; 3. 4. Beijing Twenty -first Century Splendid Book Chain Co., Ltd. joint venture with Betasmann, Germany; 5, Beijing Kewen Book Information Technology Co., Ltd. (joint venture with the United States and Luxembourg); Chongqing Computer News Operation Co., Ltd. (joint venture with Hong Kong). At present, these wolves are still “wolf cubs”, which is not a fierce “big gray wolf”, and has not yet pose a big threat to my country’s distribution industry. But in the long run, we can’t worry about it.
The large international background forced the issuance to the forefront of reform and opening up. This is called the situation. Forcing us to seek reform and seek development. The establishment of large e -commerce platforms and the operation of electronic platforms are even more reform.
The social system engineering
The American e -commerce heroes such as Bezos and Dels have brought endless role models to people. , But the fact is that the development of e -commerce in China needs to move away one by one, break through the bottlenecks after another, and the story of too many pioneers is to prove one thing, that is, the development of e -commerce is a society. System engineering. This system project should include at least the following aspects:
1. The construction of information highway. The network is the media and carrier of e -commerce. Without high -speed communication networks for support, it is difficult to make online marketing.
In the improvement of network technology, new forms of book marketing will also have a basis for support. For example, the establishment of a large -scale online book fair, experts, writers, readers, and the application of large -scale publishing group ERP systems using the Internet.
2. The improvement of financial payment methods. The advantage of e -commerce is that it can achieve zero -distance receipt and payment. However, if there is no security and effective financial services, especially electronic payment means, it will not be able to do “zero distance”.
3. Standard and legal environment construction. E -commerce is a paperless trade, which involves the legal status and effectiveness of digital signatures, electronic invoices, and electronic contracts. In addition, it is also related to information security issues, privacy protection issues, trading standard specifications and data exchange standards, and tax issues. The lack of standard e -commerce cannot be produced.
4. Construction of internal management information system. To realize e -commerce, enterprises are to realize the unified management and sharing of corporate information resources, link themselves with trading partners with a purchase and sales relationship, and establish a rapid response system, “zero inventory” supply chain system, etc. Base.
5. Establishing the real product distribution service system. Without a professional and social commodity distribution service system, e -commerce, especially online shopping, can only be an online shopping directory service.
The development of e -commerce in China should admire the concept of large e -commerce, that is, e -commerce is a social system engineering. aspect.
Book marketing Case: Analyze Korean writer Cui Renhao Chinese Cultural Journey
From September 18th to 24th, the Yangtze River Literature and Art Publishing House invited Mr. Cui Renhao, a well -known Korean author of South Korea to carry out six days in Beijing for six days China and South Korea’s cultural exchange activities and cooperate with the “Firebird” published by the agency in early September for publicity. During this period, the sales of the book responded to the attention of nearly a hundred different media. Recently, the news from the Institute of Book Research from the Beijing Book of Books showed that the official sales of “Firebird” have not been in the good position in the new book comprehensive list in September (see the monthly market of the current market) Essence
Is invited foreign authors to come to China to promote books, and domestic publishers have many ideas and practice. However, there are more difficulties in organizing such activities than inviting domestic authors: first, the pressure of funds, the cost of tens of thousands of yuan makes the general people sigh; the other is that invitation is difficult, the internationally renowned authors are busy, the schedule is tense, the organizer wants to choose When a marketing timing suitable for China is issued, you need to do more work; the third is to overcome language communication and cultural obstacles, and centralize many levels of cross -cultural marketing activities in a short period of time. challenge. Talking about this trip to China Cui Renhao’s cultural tour of the Korean writer Cui Renhao, Luo Xin, who is responsible for planning this event, believes: “This event borrows the marketing concepts of the business and industrial industry and positions the event as a cultural journey. Through a comparative plan, you can get satisfactory results. “
Positioning: Cultural Journey
Luo Xin said that inviting the author to come to China for a marketing activity idea As early as the Yangtze River Literary and Art Publishing House -negotiating the introduction of copyright, it has already taken shape. The marketing and market strategies of “Firebird” were initially completed shortly after signing the contract. The characteristic is to position as a “cultural journey”.
The Cui Renhao is one of the most popular writers in Asia. His “Business Road” and “King Tao” are sold in South Korea and Asia, with millions of volumes. As soon as his work entered China in 2003, he quickly appeared on the best -selling book list. Cui Renhao launched a modified “Firebird” earlier this year, which caused a sensation in South Korea. This novel that is known as “self -portrait” by the author is a fame of the author’s early years and has been adapted into a movie TV series four times, including the TV series “Hong Kong Express” filmed by Hong Kong. Therefore, the copyright of the book has attracted the attention of many domestic publishers.
The Luo Xin, who was responsible for copyright trade as the publisher at that time, also had a further understanding of the author Cui Renhao and his work in the process of negotiating the copyright: this author has been dazed from childhood, and the history and culture of China are quite equivalent Interesting, the author’s deep understanding of the author’s history in “Business” shows. Cui Renhao, large and small cities in China, has almost traveled, especially in Xi’an and Luoyang, which are very famous in history. In addition to collecting winds around China, Cui Renhao also has a certain understanding of the contemporary Chinese culture. For example, he especially respects movies such as “Red Sorghum” directed by Zhang Yimou.
“Mr. Cui Renhao has the characteristics of unique personal charm and public popularity, so that he has the function of brand influence and advertising media carrier. The method of selling books, but make full use of the author’s cultural background and the characteristics of simple humanities, realistic, unique personality, and publicity, etc., with the help of society’s attention to ‘Korean Wave’ Marketing activities, thereby forming a wider public concern, “Luo Xin said in the planning idea of this event.
The implementation: Periodic plan
“Commercial Dao” and “Wang Dao” were published in China and performed well. Cui Renhao came to China to do a book propaganda, but because the author is busy at work, it is difficult to have time to participate in the event, and he has not been able to do it. And this time he cooperated with the Yangtze River Literary and Art Publishing House for the first time, and promised to come to China. What was the reason? On the fourth day of the event, when the reporter mentioned this problem to Cui Renhao in the interview, the 61 -year -old author said: “The soil is the dying of the confidant.”
n ” I haven’t done such activities, there are few experience in this regard. However, the leaders of our agency have supported the matter, and we have made a thorough plan in advance. We have issued a 15 -day event planning case for more than ten pages. Communication with South Korea is also very sufficient. Therefore, Mr. Cui was moved. “According to reports, the Mid -Autumn Festival is also a big festival in South Korea. Seven days of rest. Therefore, Mr. Cui specially used the rest time to go to China to participate in the event. For this event, the daily workload of his daily work after returning was doubled, which was very hard. And inadvertently, it also created a topic for the media: Mid -Autumn Festival.
In order to make full use of the valuable six days, the planner of the agency produced a schedule two weeks in advance, and arranged in the “cultural journey”. Celebrity interviews, CCTV international interviews, interviews with many media in Beijing, readers interacting for one week in the golden period of the Central People’s Broadcasting Station, signatures and sales, and Tianjin Media to follow up and experience Chinese culture, and many media interviews with South Korea.
The itinerary considers several main marketing activities interspersed, and reasonably arrange the author’s physical strength. Among them, the keynote speaking activities of colleges and universities have also been considered by other colleges. Later, it was set to be at Beijing Foreign Language University because there were many foreign exchange activities here, and there were many students and teachers familiar with Korean language and culture. Sure enough, the atmosphere at the scene was very enthusiastic, the audience continued to ask, and Mr. Cui’s answer was very humorous, which was welcomed by the audience.
This this event is also relatively successful for the media. “When we invite foreign authors to marketing in China, readers and the media are the most critical to understand the author! The author likes to communicate with his media and readers.” After determining the event date, the media began to notify the media in early September. Email and telephone. Among the materials to the media, the Yangtze River Literature and Art Club introduced the author’s resume, main works, writing styles, new work characteristics and evaluation of all walks of life, and attached the schedule of activities. The media can contact the organizer to interview with the organizer according to their needs. About hundreds of media across the country received notifications.
The Yangtze River Literature and Art Club sent a total of two people to complete the reception of Beijing. Luo Xin and his colleague Yang Qianguang mobilized some friendly relationships for the event. Many cultural companies provide transportation. The cost of the main publisher is about 60,000 yuan.
effect: directly promote sales
With the development of Korean writer Cui Renhao Chinese cultural tourism activities, the “News Center” of Sina.com preserves the title link of the news title for 3 days For a long time, the “Beijing Evening News” introduced Mr. Cui and “Firebird” with the color version. The marketing activities carried out by the Central People’s Broadcasting Station in one week, and the participants will receive the “Firebird” signed by Mr. Cui after winning the award. “Shenyang Evening News”, “Chongqing Commercial Daily” and “Chengdu Evening News” have been serialized by local media. At present, there are still media requirements for the media.
The media propaganda has led to the popularity of “Firebird”. Cui Renhao signed 140 books on the Bookstore Book Building in Zhongguancun. Such a number even said that the author also said that “it is not expected.” And Luo Xin did not expect that in front of the History Museum, even the nuns of the Korean tourist side asked to take a photo with Mr. Cui. South Korea also has the media on this China trip. He has interviewed by telephone, “Far in South Korea, and through the Korean media, he also felt the popularity of Mr. Cui in China.”
The friendly relationship between the author to the Yangtze River Literature and Art Publishing House and Luo Xin and others during this event. It was learned that the author intends to write a work involving Chinese. In the Mid -Autumn Festival, Luo Xin specially arranged a high -level apartment in Beijing and Mr. Cui and his wife to spend a joint festival. In the beautiful Chinese lantern and a modern room, Mr. Cui also showed his thick male sound.
. Luo Xin also believes that the lack of time has also made some of his activities that have failed to fully develop, such as exchanges with other Chinese writers, going to other cities, etc.