Book packaging planning design

In the era of network economy, customers are increasingly occupying an active position and have more choice of books, which is related to the development of the publishing house. The focus of the publishing house has shifted from products to customers (including wholesalers, distributors, and readers), and customer-centered book planning concepts have emerged.

The customer-centered book planning concept has the following features:

(1) Publishers shift their focus from book products to customers;

(2) The publisher will only focus on the management of internal business to the management of customer relations:

(3) In terms of customer relationships, the relationship management that focuses on attracting new customers to the full customer life cycle will emphasize the maintenance of existing customer relationships.

(4) Publishers began to use customer value as a measure of performance and evaluation.

Customer-centered book planning should follow the following principles:

1. The principle of "truthfulness, goodness, and beauty". True, that is, scientific planning, providing readers with high-quality products and perfect services. Goodness, that is moral planning, honesty and trustworthiness, does not deceive customers. The United States, that is, artistic planning, requires planners to emphasize planning skills and meticulously design products. Its final goal is "customer satisfaction."

2. Service principles for readers. Readers have differences in terms of age, occupation, and cultural structure. When planning a book, they must segment the market and determine the content, format, pricing, and sales of the book based on the individual needs of the target reader group. The competition in the book market is increasingly manifested in the details of competition. Whoever can think more thoughtfully and carefully for the readers will win the competition.

3. Brand principles. Publishers should design their own market positioning based on their professional characteristics, financial strength, and editorial level, and focus on creating dominant brand books. The pursuit of brand must also advance with the times, reflect the development of the times, answer the questions raised by real life, and better meet the needs of readers.

4. Innovation principles. The first is the innovation of planning ideas. In today's product homogenization, innovation is an important source of vitality for publishers and a prerequisite for establishing competitive advantages.

5. The principle of integrity. Book planning includes the selection of topic planning, printing planning, marketing planning three links, interlocking. When planning a book, it is necessary to consider these aspects from the perspective of creating value for customers and avoid misconduct.

6. Feasibility principle. All things should be done in a proper way. The planner must have enough knowledge of the subjective and objective conditions such as the author’s level of the title of the book, marketing conditions, and funds.

Only through comprehensive implementation of the above can we obtain the best benefits, and we must not be biased at one glance and neglect Others.

Customer-centered book planning is a systematic project. It consists of three stages: selection of topics, production planning, and marketing planning. Each link has a great deal of details that must be combined and organically combined to form a positive interaction. Only in this way can we create economic and social values.

1. Topic planning - the key to book planning

The competition in the publishing industry is the comprehensive competition of topics, quality, cost and service, and the competition for the topic bears the brunt. The following two aspects should be highlighted in the selection of the topic plan:

(1) Market positioning. The most important market positioning is the positioning of target readers, followed by price, binding formats, and print volume positioning. The key is to fully understand the market, target audiences, and focus on selecting topics.

(2) quality strategy. According to marketing theory, customers are more likely to identify and accept brands they know well. If you mention the dictionary, people first think of the Commercial Press. This is the brand effect. Therefore, when planning topics, publishers should adopt a strategic vision, adjust the structure, optimize topics, and implement quality strategies and brand strategies.

2. Production planning - an important part of book planning

Production planning refers to the planning of the book production process based on an accurate analysis of the topic content and market direction. It includes the determination of book titles, editing and editing, binding design, the timing of publishing, the number of prints and pricing, and many other aspects. Each detail should be fully considered with regard to the actual situation of the target customer, especially the framing design and pricing strategy.

(1) Binding design. Including the cover design, layout design, format, paper, printing and other aspects. It is an important aspect to meet the individual needs of customers. The planners should carry out the cover design and layout design according to the specific conditions of the target customers, choose the appropriate format, paper type and printing method.

(2) Pricing strategy. In the case of homogeneity, book prices are an important measure for customers to decide. Publishers often adopt pricing strategies such as distinguishing product category pricing strategies, highlighting book trait pricing strategies, pricing strategies based on marketing objectives, pricing strategies combined with issuing discounts and issuance methods, pricing strategies to distinguish different stages of book varieties, and reader demand elasticity. Differential pricing strategies, very priced policies, etc. Publishers need to adopt different pricing strategies for different books.

3. Marketing planning - the winning formula for book planning

"The time when wine is not afraid of a deep alley" has passed. Good book marketing planning is a magic weapon to win.

(1) Publicity and promotion methods. There are different ways of publicizing and promoting popular books and bestsellers. Frequently sold books are less advertised, and bestsellers generally use a variety of media packages. Advocacy should pay attention to controlling costs and stress skills. If television advertising is costly, soft advertisements can be made through reading or famous human programs. Literary works may take the form of newspapers, online serials or radio broadcasts.

(2) Sales methods. Bestsellers should generally use regional medium-disc agents, and frequently sold books are generally sold by retailers. The best-selling book delivery is generally the first to consult the number of regional agents, the planner and the issuer to review the number of repeated reviews, after a comprehensive delivery of various factors. The sales book is generally delivered by the salesman in a timely manner and in an appropriate amount according to factors such as the human environment in each area and the target readers.

(3) Market feedback. After the book is put into the market, feedback can be given within a week and a half. The feedback needs the following data: sales management, level 2 wholesale sales discounts, shelf time, display status, sales volume, reader composition, etc. The planners should arrange to modify the sample books as soon as possible according to the market demand to determine the reprint time and quantity.

(4) After-sales service. Studies have shown that customers who come again are more profitable for publishers than they are for the first time. The primary factor that attracts them once again is the quality of service. After-sales service is thoughtful and thoughtful, will inevitably consolidate the already formed customer base, increase the return rate, lay the foundation for other book sales in the community. In order to strengthen after-sales service, you can adopt multiple readers' files, open service hotlines, provide readers with reading guidance, hold reading opinions, organize reader clubs, help distributors analyze the pros and cons of book sales, or provide them with business training. form. (Text / Liao Min Li)