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Research on Communication Problem and Strategy of Chinese Book Advertisement

Author: ZhuHe
Tutor: ZhangShuWu
School: Northeast Normal University
Course: Communication
Keywords: Books ads Book advertising features Cross-cultural books Ads Solutions
CLC: G235-F
Type: Master's thesis
Year: 2009
Downloads: 243
Quote: 2
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Abstract


The early 1980s , the New China, the first birth of the commercial book advertising , marking China 's book market with the wave of economic reform and opening up markets into a new business model . After two or three decades of exploration , China 's book market is toward the established goals and sustained, stable development . However , in the whole chain of the book market , the development of our book advertising are lagging behind , although it contributed to the marketing aspect of the book , but in front of us the more it exists : as our books advertising practitioners personnel backward dissemination of ideas ; deal with the relationship between the Press brand Book product image improperly ; the books advertising investment stingy , It is reported that each year in developed countries , the publishing industry for books advertising costs are generally accounted for 5% of the sales Mayang to 8 % , while China accounted for only about 2% ; media to choose a single , in addition to several types of common media such as newspapers, magazines , and the development of new media worrying ; coupled in recent years, the impact of online book read with the network , the traditional book market the share is further divided up our book advertising has been a serious challenge . Flawed , if not timely , effective solutions , is bound to affect the long-term future planning and development of the book industry in China . This article from four aspects are discussed , these four aspects are the books advertising the status quo , books advertising , the books advertising and Solutions , the fourth part is the focus of this article . Analysis to identify its crux typical problems of our books advertising through the use of relevant knowledge and theories of communication studies , and research based on the books advertising and book advertising industry in developed countries , to develop a set of practical countermeasures to provide some useful reference for the sustainable development of our books advertising .

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