整合营销传播与编辑选题策划

Integrated Marketing Communication and Subject Selecting in Publishing Industry

中国出版产业在高速发展的同时,选题同质化、出版跟风炒作、高退货率、高库存、低效益的现象也日益阻碍出版业的可持续发展。出版社只有成为一个整合"内容为王"和"营销为王"两种出版经营理念的文化产业,才能在优胜劣汰的出版竞争中立于不败之地。"内容为王"的关键是选题策划;"营销为王"的关键是立体化的整合营销传播。正确认识和处理好整合营销传播与选题策划的关系,将有助于出版社的稳步发展。

Along with the high-speed development in China＇s publishing industry, some malpractices and drawbacks have already arisen,such as identical subject selecting,promotional hype,large number of return goods,large number of storage and low efficiency.China＇s publishing industry need to lead a sustainable development way.Integrated marketing communication and subject selecting are the core aspects in publishing.Each publishing house or press should pay more attention in subject selecting and use integrated marketing communication in their development.Editors need to strengthen their awareness and ability in subject selecting.