I. Introduction
On the book club's history and the success factors
Author: Unknown Source: Published 05 -11-21 view: times [Abstract Title] Book Industry Jingwei
[Text] domestic thick book club financial barriers, lack of resource optimization configuration and integration,
book club is for members reader textbook and other cultural activities to build the platform, plays a book marketing, cultural exchange, pool customers, community organizations, an important the role of a member of the carrier and organizational forms; and the organization of club members is the subject and substance of the matter, the amount of members, cultural awareness, demographics, buying behavior and other factors determine the success or failure of the club. Affiliate marketing is a broad concept that includes retail membership books, books, chain membership and book three forms of network membership. Due to space limitations, this study is limited to readers of books directly to end retail membership. Membership produced in the 1950s, 1970s, Western countries began to be widely used in hotels, retail dry cleaning, beauty, music, entertainment and other industries. As a marketing approach, membership from the 1990s into our country and after being applied to commercial retail, services, real estate, catering, entertainment and other promotional practice, its application range is gradually expanding . Book club in the Western developed countries, although the total retail market share of only 8% to 12% (average 10%) about 2% to 5% of the country around, but the global media industry ranked third (after the United States Time Warner Na and Walt Disney Group), Europe's largest media group, world number one publishing industry in 1999, the world's fortune. It has the world's largest book club, located in 19 countries and regions, 35 book club, now has more than 30 million members are widely distributed in Europe, the Americas, Oceania and Asia, accounting for the global book club market share of 60%. In the past five years, book sales have maintained a good upward trend, the book business the profits created by a 7% annual growth rate, becoming one of our most profitable business. Bertelsmann to create a book club, book club achievements of Bertelsmann. Because of this, our domestic publishing and distribution industry in depth book club had many problems in the field.
three national book club 20 years of development process
Second, the United States and Europe a century-old History Book Club
(a) the start-up phase book club book club first appeared in 1891 in Germany. But strictly speaking, the rise of the 1900 Swiss cooperative movement is the prototype of the modern book club. From the international range of terms, the origin of the club's books can be traced back to the 1920s in Germany. German publishers at the time scale to reduce cost, expand audiences, and thus get rid of Germany after World War I recession, the plight of high book prices, the creation of a book club. In 1924 a total of four book clubs in Germany, to 1933, the total number of members has grown to 80 million people. 1926 年 4 16, the United States first appeared in book club - Book of the Month Club (Book of the Month Club), its mode of operation for the book of books, to their 4750 club member recommended first book. The establishment of the same period there another book club - Literature will (Literary Guild), 1934 Year Literature will be sold to Sojitz Corporation (Doubleday). In the UK in 1929, Alan Porter (Alan Bott), founded the first book club - Book Society (Book Society), although there is no discount book sales, but when the membership has reached 20,000, which at the time was a very remarkable achievement. British book club founded by another sign of the mid-1930s established the There are left the same period established book club (Left Book Club),
mbt chaussures paris, Faye Wells Book Club (Foyles Book Clubs) and Otter Williams Companion Book Club (Odhams Companion Book Club) and so on. (B) Shelters from the United States and the former Soviet prisoners of war returning to Germany's Rhine Hatemoen (Mr Reinhard Mohn), Sigma Belt Moen brothers and Rudolf temperature Taff, 1947 at 26 years old Bertelsmann fifth-generation successors - the son of Rhine Hatemoen Maughan led the restructuring of the family business, it reorganized into joint-stock companies, by the Rhine Hatemoen chairman. He advocated the Stock allows the company to enhance the transformation of the anti-risk and resilience, expanding the amount of capital, the company laid off a solid economic base. Newly formed company conducted extensive market research analysis, the release manager for Wake Roosevelt's first Hatemoen decided to book club, as the company's development strategy and focus. June 1, 1950 Reinhardt founded the company's first book club - Lai Sailin book club. Club set up the early stages of salesmen who went door to door using a method of making the complaints from people constantly; logistics system can only use their own fleet, the German cities and remote towns and villages shipping books. Later, they abandoned this approach, with more than 4,000 bookstores across Germany signed a distribution contract, rely on the development of their club members bookstore network. 1951 club membership reached 100,000 in 1954 to reach 100 million members in 1960, membership climbed to 300 million in 1967, the club multinational operations in 1970 to 450 million people. 1962 年 Bertelsmann began to open up overseas markets, in Barcelona, Spain established its first overseas Book Club (Circulo De Lectores), began the first step towards internationalization. Now, after 50 years of painstaking development and a solid business, Lai Sailin book clubs in 19 countries and has more than 50 book clubs, membership of more than 30 million, is truly the world's largest book club. At this point, it should be mentioned: the early 1950s, when TV had just appeared in the United States, most adults do not understand or even resist, TV affect people's entertainment reading life. In Germany after the war for the first time on display in Frankfurt International Book Fair 3 million books. Bertelsmann set up their own readers at this circle, forming an unusual market, the rapid development of company performance. Bertelsmann Rhine Hatemoen led by family type company to all large-scale enterprise development. For the accumulation of capital, Bertelsmann began to use Year, printing plants to develop, establish logistics system formed. 2. UK 20 1950, the production of television entertainment has changed people's habits, scholars increasingly scarce, the British book club business is extremely bleak, the number of members less than the UK book club back in 1929, although it has been established, but until the 1960s was gradually formed a book club a more robust market. In response to the strong popularity of television book club on the adverse effects of 1958, the British Publishers Association of the book club's regulations have been modified, the original book was published after the launch of the club reprint cycle from 2 years to 1 year, requires that the club can be published more than half a year planning cycle, and must choose the number can be 6. 1963 The club regulations and allow the club to use, including award books, including incentives to attract new members. 1968, the British publishers and the British Booksellers Association agreed to allow the club in the Publishing and launched a book club of synchronized version (Simuhaneous Publication) and 25% standard discount for the book to members. Introduce the concept of the British American synchronized version of the book club will have to book marketing 1968 September synchronized version and reprint set as one of the club - will open literature, the joint book club affiliated club. 1977 年 April by the German publishing group Bertelsmann founded the entertainment Ltd (Leisure Circle LTD). The fall of 1979 by the Collins Press, Heinemann Press, and Sykes joint venture with Sweden 波尼尔斯佛拉 grid services company founded the National Library (Nationwide Book Service). Up to now, the entertainment Ltd, National Book Services, Companion Club, and Faye Wells book club business are The (C) the birth of the Internet, the arrival of the new economy - the maturity book club if there is a television book club's first disaster, then the arrival of knowledge economy and the popularity of the Internet is triggered book club bigger shock. Illinois research firm NPD released the Europe and the United States market share of the book club was reduced to 10% of low, gradually pick up in recent years. However, increasing number of the club's home, more competitive. Online bookstore in response to a New economic era of development characterized by the following book club trend: 1. Professional book club, the emergence of the Internet has greatly promoted the book club of change and development. In market segmentation and target market positioning marketing principles under the influence, there has been a large number of Such as the United States, To meet the reading interest arising from the U.S. has 11 professional book club. 2. Powerful alliances, cross-border development old saying: the strong stronger and the weak weaker. In response to the impact of the Internet bookstore, book club, the U.S. share of 1 / 2 share of approximately $ 600 million sales in two book clubs were merged, a total group of online bookstores, which is Time Warner's Book of the Month Club (BOMC ) and the German Bertelsmann Group's Doubleday. Two giants of the world's media co-produced a market monopoly, royalties, discounts, lower prices and other aspects of the new problems. 3. The establishment of online book club, paper books to improve waged in the online bookstore, crowded field of Internet dispute turf war, the traditional book club membership declined dramatically. In response to this negative situation, book clubs began to put a lot of books on the Internet, to compensate for the lack of paper books. Members online book selection,
abercrombie paris, reading some chapters, the book review. Between members can also interact, chat, BBS discussions. Club website to promote the development of improved paper-based books. Bibliography from the past into a pure lifestyle magazine. Books add a lot of fresh content, including essay, poetry, reviews, columns, interviews, fashion and other elements of the exchange members. Same time, the journal of the increasingly beautiful four-color printing, paper grade, pleasant, people put it down, desk-life longer. Website creation and improvement of paper books is indeed significantly increased the number of members, improve the competitiveness of the club. However, this increase sales is not the ultimate goal of change, when referring to the main purpose of online book club, the American Crossings Book Club editor 米歇尔罗宾克 said: Crossings change the main purpose is not to increase sales, but to cultivate to the club as the core of the religious community, have to induce people to have become a member of this community proud. Luo Binke of these words are worth considering, is ah, loyalty to the club reached the point of religion, then why not recruit members of distress? Why worry about not making money? According to incomplete statistics, there are more than 20 book clubs in France, Germany has more than 30, more than 10 in Italy, the UK has 40, Denmark 20, Sweden has more than 40, U.S. 200 home. Club from scratch, through a hundred years of history, by television,
abercrombie paris, the Internet's two major shocks, described as Today, the 21st century, the world-wide book club has been fully developed into the fast lane, and actively respond to the new economy,
(a) the prototype book club - Reader Services and foreign history book club than a century, domestic book club started late, only have 20 years of history. 20 in the early 1980s, the vast land reform and opening horn sounded, the party and the country began to attach importance to cultural and educational publishing. Some of the advanced Western management ideas and concepts into China, in this environment, some domestic publishers, magazines, and Xinhua bookstores and other institutions began to set up a Head shop mainly for small mail order business of books and periodicals, small and no business plan, and no library catalog. Passively waiting for a handful of readers in remote areas remittance books, business is very small, the main emphasis is social and spiritual welfare. (B) the climax of the first book club - readers before and after the club 1995 by Bertelsmann and the news is about to enter the Chinese Communist Youth League, the National Federation of Trade Unions, the National Women's Federation and other organizations called on the nation's youth a positive reading activities the impact of domestic form up a small book club's first climax. During the establishment of the Chinese workers school network, the Chinese youth book club, book club and other clubs east Fang Shulin organization. Inception, the club most of these readers have grand ideals and achievements of some big business of commercial ambitions. But a congenital lack of funds, malnutrition; membership rare, difficult on a large scale; lack of marketing management and organizational structure of the loose, casual, leading to their final closed end. (C) of the Bertelsmann Book Club of Shanghai was established, setting off a second climax of the domestic club 1997, the Sino-German joint venture of Bertelsmann's book club was formally established in Shanghai, although the two countries for cultural exchange cooperative pilot projects, but it shows the Bertelsmann Group has officially landed in China. Affected by this For example: Joint Publishing,
abercrombie fitch paris, outside the research community, social and other children. It is worth mentioning that China Book Import and Export Corporation was established in 2000 Development objective is to achieve membership in three years, 1.5 million or 200 million. This spirit is the pride of the publishing industry, although the timetable for Bertelsmann than three years later. According to incomplete statistics, China now includes publishers, state-owned Xinhua bookstore, bookstores, including large and small private book club has more than 300.
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