Traditional book marketing focuses on linear book display, which regards books as a single medium and pure knowledge, without paying attention to the characteristics of their products. It does not deeply develop its marketability, but also deeply leads readers into a trap by mistake. Book reviews, book abstracts, or new book introductions are all traditional "classics". Celebrity book reviews have led to a wave of consumption trends, and the labels recommended by celebrities have been greatly discounted, just like market vendors, who sell dog meat in the front street and hang sheep's heads in the back street, and even beautiful and handsome men are stripped off as pure green food to wash. I don't think that Yuan Bobo's hybrid rice has such a lofty solution to the people in Out of the Mud, so it is inevitable that the traditional book marketing model will change to a new marketing model.
The establishment of new marketing model also conforms to the development of e-commerce.
The transformation from traditional books to e-commerce has become a hot topic of common concern in the network industry and traditional book publishing industry.
"Demand" is the source of the market. Only by studying the "demand" can our book marketing be stable at every step. Looking back at the history of e-commerce, it is the business needs from enterprises that promote the emergence, formation and development of e-commerce. Without the business needs of enterprises, there would be no e-commerce today. Without the demand of traditional enterprises for e-commerce, there is no need for publishing to transform into e-commerce. Of course, the transformation needs expert consultation, but the first "expert" who guides traditional enterprises to transform into e-commerce is their own business needs. Demand is the best "expert". Investigate your needs and let it tell you how to take the first step from traditional book marketing to e-commerce.
As an enterprise, your needs may come from the growing needs of customers, from the pressure of competitors, from your strategic considerations for further development, or from other places. Study carefully what your business needs are. Can e-commerce really improve your customer service ability? Can e-commerce really serve your enterprise development strategy? Has your competitor transformed or planned to transform into an e-commerce? Can e-commerce really increase benefits for your enterprise? Everything starts from the business needs of enterprises, and can be transformed on demand or in no demand. You can also start with the most urgent needs and see which links and aspects of your own enterprise are the weakest and most troublesome. This is often the most urgent need for your enterprise to apply e-commerce. For example, if you feel that the procurement management is too chaotic, the procurement cost is too high, and you really want to improve it, but there is no good way, then you might as well try the method of e-commerce and try to apply online procurement and management, and the effect may make you overjoyed. From here, you can gradually adjust and change other links and other aspects of the enterprise, and gradually integrate and complete the transformation of the enterprise to e-commerce.
Diversification and individuation are increasingly becoming a symbol of our times. E-commerce not only enriches the lifestyle of consumers, but also enriches the business choices of enterprises. It is not necessary and impossible for publishing enterprises to transform into e-commerce. Demand is also the best "expert" in the network industry. Colleagues in the publishing industry might as well get rid of the "standardization" mode and focus on the business needs of traditional publishing enterprises in China, and research and launch something that is really suitable for the transformation of China publishing enterprises into e-commerce. For example, patterns are created by requirements and success, not the other way around. Starting from demand rather than mode, success will be closer to you. The next new business model may be to expect you to create under the guidance of demand.
In the development of publishing e-commerce, social, cultural and environmental factors are bound to be strengthened.
Traditionally, the influence of cultural tendency on publishing marketing is mainly manifested in core culture and sub-culture, which is embodied in material culture and spiritual culture. The core culture is the moral standards, codes of conduct, customs and habits widely recognized by the public. It is the foundation of social ideology. Sub-culture refers to the different cultural characteristics of various social groups on the basis of identifying with the core culture, such as regional sub-culture, national sub-culture and professional sub-culture.
Why did e-commerce first develop in developed countries? Why didn't online shopping in the United States encounter "bottlenecks" such as information base, credit system and distribution links? Why do Europe and the United States mainly focus on security, taxation and other technical and management aspects when discussing how to develop e-commerce? In the development of e-commerce in China, people are concerned about how to move the three mountains of "credit, payment and logistics". The crux of the problem is that the market economy in western developed countries has matured, and credit foundation, financial services and transportation services are no longer problems that need to be solved in social and economic development. To some extent, this is a question of how to further utilize, develop and combine them as "surplus resources". At this point, e-commerce is a new attempt and breakthrough.
The development space of book marketing e-commerce in China is bound to surpass traditional industries, and the transformation of publishing and distribution industry is more rapid. Foreign capital is no longer subject to any restrictions in the domestic distribution field, and the investment proportion, business projects and location are all decided by investors. Of course, foreign-funded card-issuing enterprises are qualified, that is, the registered capital of retail enterprises is 5 million yuan, and the operating period does not exceed 30 years; The wholesale enterprise has a registered capital of 30 million yuan, a business area of not less than 50 square meters and an independent business place of 500 square meters. This means that this issue is completely open. It has been three years since China joined the WTO. Up to now: 1. Dahua Media Service Co., Ltd. jointly established by Hong Kong Pan-China Company and People's Daily Land Distribution Center; 2. Fujian Fujian-Taiwan Book Co., Ltd., a joint venture between Fujian Foreign Language Bookstore and Taiwan Province Book Publishing Association; 3. Jiangsu Yining Cultural Industry Co., Ltd., a joint venture between Nanjing Normal University Press and Taiwan Province Xinyi Holdings Co., Ltd.; 4. Beijing 21st Century Splendid Book Chain Co., Ltd. is a joint venture with Bertelsmann in Germany; 5. Beijing Kewen Industrial Information Technology Co., Ltd. (US-Luxembourg joint venture); 6. Chongqing Computer Newspaper Management Co., Ltd. (joint venture with Hong Kong). At present, these wolves are still "wolves", not fierce "wolves", and have not posed a big threat to China's hair industry. But in the long run, we can't rest easy.
The big international background has pushed distribution to the forefront of reform and opening up. This is called urgency. Forcing us to seek reform and development. The establishment of large-scale e-commerce platform and the operation of electronic platform are the frontiers of reform.
social system engineering
American e-commerce heroes, such as Bezos and Del, have brought endless example power to people, and there are constantly elites who want to create e-commerce miracles. But the fact is that the development of e-commerce in China needs to move mountains and break through bottlenecks. The story of too many pioneers becoming martyrs proves one thing, that is, the development of e-commerce is a social system project. This system engineering should at least include the following aspects:
1, information superhighway construction. Network is the medium and carrier of e-commerce. Without the support of high-speed communication network, it is difficult to do network marketing well.
Through the popularization of network technology, the introduction of new book marketing forms will also be based. For example, the large-scale online book fair using the network, the establishment of an interactive platform for experts, writers and readers, and the application of ERP system for large publishing and distribution groups.
2. Improve financial payment means. The advantage of e-commerce is that it can realize zero-distance payment and purchase and sale. However, it is impossible to achieve "zero distance" without safe and effective financial services, especially electronic payment means.
3. Construction of standards and legal environment. E-commerce is paperless trade, involving the legal status and effectiveness of digital signatures, electronic invoices and electronic contracts. In addition, it also involves information security issues, privacy protection issues, transaction procedures and data exchange standards, as well as tax issues. E-commerce cannot be produced without standards.