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Assignment代写:The UK publishing market 2019-03-11

今天论文代写机构Fanessay小编整理了一篇Assignment代写范文--The UK publishing market,本篇文章阐述的内容关于英国出版市场。根据英国政府制定的标准行业规范分类,英国国内出版市场有7700多家图书、报纸和期刊出版商。其中图书出版者2720人,报纸出版者540人,期刊出版者2086人,其他出版者1500多人,报社880多家。英国出版商协会的统计数据显示,作为英国最具活力的文化产业之一,2007年英国图书出版业总产值约为80.4亿美元,约占当年英国国内生产总值的0.33%。加上期刊收入,英国出版业的年国内生产总值为100.4亿美元,占国内生产总值的0.41%。

 

According to the standard industry code classification established by the British government, there are more than 7,700 book, newspaper and periodical publishers in the UK domestic publishing market. Among them, there are 2,720 book publishers, 540 newspaper publishers, 2,086 periodical publishers, more than 1,500 other publishers and more than 880 newspaper agencies. Statistics from the association of British publishers show that, as one of the most dynamic cultural industries in Britain, the total output value of the British book publishing industry in 2007 was about 8.04 billion us dollars, accounting for about 0.33% of the British gross domestic product in that year. Add in journal revenues, and the UK's publishing industry has an annual gross domestic product of $10.04 billion, or 0.41 per cent of gross domestic product.

 

There have been some interesting changes in the composition of book retailing in the UK since the net price agreement of 1991. With the collapse of the pricing system that had lasted for more than one hundred years in the UK, the discount of book prices became one of the widely recognized and rapidly promoted marketing methods in the book sales market. Supermarkets have been the biggest beneficiaries. Make best-selling list to book sale, and the best-selling book is discounted let benefit sale, let the book area set near the entrance, in the checkout place can contribute to the purchase of impulse books and a series of incentive mechanisms and convenience measures, have made the supermarket way of buying books become more and more popular among the British way of buying books. The market share of supermarkets in UK book sales has increased across the board since 2006, according to the UK book sales company. More than 50% of consumers tend to buy books in supermarkets and will increase the number of books they buy when the variety of books expands.

 

Compared with the emerging way to buy books in supermarkets, the traditional chain bookstore distribution model still seems to be full of hegemony. Since the 1990s, major bookstore chains have successively launched super-large bookstores with a business area of more than 20,000 square feet in central cities of the UK, and the variety of standing books has increased to more than 100,000. These "super bookstores" take advantage of the advantages of national chains and even international chains, unified purchase, unified management, unified brand name, but separate distribution, not only occupy a favorable position in the price competition, but also enjoy many small and medium-sized independent bookstores can not have the huge customer resources. About 70 per cent of the UK's book retail market is controlled by 25 large bookshops, with chain stores accounting for about 34 per cent. Due to the regional influence and the entry of foreign chain bookstores, the British book sales market has gradually formed a confrontation between domestic chain bookstores and foreign chain bookstores.

 

Independent bookstores in the UK are facing more and more pressure to survive compared with the thriving supermarket sales mode and the domineering chain bookstore sales mode. In the mid-2000s, the number of independent bookstores closing at least one a week plummeted. In order to compete with chain bookstores, online bookstores and supermarkets, some independent bookstores, which are weak in strength, have started to set up purchase groups in order to improve their negotiation method in book purchase and obtain as much profit space as possible. In addition, some independent bookstores focus on the characteristics of local residents and their own advantages, and seek for survival space in the differentiated competition strategies of localization and family. The operators of these independent bookstores, with their smart and flexible thinking and diligent and dedicated actions, stick to their dedication and obsession with the book industry. Eph eeles bookstores in maintaining species diversity, creating distinctive improvements, thrall's bookstore in organize activities of writers, wine will effort, language training and other special services, "month lane story" bookstore to attempt to commend friendship-type conversation book sales, "green" store to launch Internet users do the exploration of new marketing strategy, etc., are all so.

 

The rise of online bookshops in Britain has done more damage to independent bookshops than the creeping invasion of supermarkets. In the 1990s, the emergence of online bookshops led by amazon triggered the impact of the online book sales wave on the British book sales market. Thanks to a combination of good after-sales service, a wide selection of books, deep discounts and low prices, online bookshops have generated sales of nearly 430 million pounds, accounting for about 17 percent of the UK's total book retail market. Among them, amazon holds the first place in all online stores with 80% of the sales share. Under the pressure and temptation of the increasingly fierce competition in the traditional retail mode and the rapid rise of the electronic book publishing market, the traditional chain bookstores such as waterstone bookstore, blackwell bookstore and hevers bookstore also began to establish a large number of online bookstores for operation. From the perspective of development trend and promotion space, online bookstores are becoming an important pole in the British book retail pattern.

 

Seasonal, festive, hot and creative sales are the most common forms of competitive selling used by UK retailers. For booksellers in Britain, the winter with its big Christmas celebrations and the summer with its golden holidays are the two peak seasons for book sales. During these two prime times, bookshops of all sizes in the UK are extending their hours and creating fantastic advertisements to attract customers. Have strong financial resources of the chain of bookstores, and even in this season will spend a huge sum of money, invited the popular stars to help promote propaganda. During the prime time of summer from June to August, most British bookstores will also launch a "buy two, get one free" paperback sales plan, and set up temporary sales points at beaches, hotels, restaurants, shopping street and tourist attractions, so that visitors can buy books at any time during their holidays and Tours. British booksellers also around the mother's day, father's day, valentine's day, nursing day, the boss's day, grandparents' day, April fool's day and other holiday activities, using their brains to dig the selling point, in a week before and after the holiday, to create a book sales market one exciting "golden week". For example, during mother's day and valentine's day, romantic love books and gift books will be released; during father's day, passionate sports books and history books will be released; even on World Cup day, football guides and memoirs of football stars will be released to attract readers' attention and dig into every possible business opportunity.

 

In addition to the above marketing strategies, publishers and publishers also attach great importance to the design of bookbinding methods suitable for different groups of people according to their different psychology of acceptance. From hardcover to paperback, from folio size to jacket design, from illustration selection to color matching, the publishing concept based on the book target audience is extremely emphasized. Penguin's paperback book revolution is one of the most representative events. There are two types of British paperback books, one is the mass market paperback, one is the general book paperback; From the perspective of market positioning, the former is expanding the market, the latter in the market segment. Before 1935, in the British book publishing market, the aristocratic hardcover books occupied the mainstream of the market sales, but the rising tide of civilian knowledge produced greater commercial demand for the paperback market. Allen Lane, seeing the unlimited development potential of paperback books, seized the business opportunity keenly. In 1935, he founded penguin press in London, which mainly published paperback books. It set a historical record of selling 3 million paperback books in one year with a sales volume of 75,000 pounds.

 

In addition to the efforts of the book publishing and distribution communities to promote the development of the book industry in the UK, the British government also plays an important role in promoting the development of the book industry. Every year, a special committee under the British government spends millions of pounds on book promotion to encourage and finance British publishing companies to hold and participate in various book exhibition activities overseas. The UK also has a dedicated reading promotion programme to promote and foster a healthy, healthy and sustainable publishing market and good reading order throughout society. The book initiative, launched in 1992, is one of the earliest. Now, Australia, South Korea, Thailand, Mexico, Colombia and most European countries have started to follow the successful experience of this project, and have established their own reading promotion organizations, hoping to drive the benign construction process of domestic book distribution order. Since 2005, the British department of education and skills but also the major joint publishing house, bookstores and industry association, during the period of "world reading day" activities, introduced to improve the social reading population proportion of "speed reading" project, and provides 5 million pounds a year acquisition in the form of coupons, help the British book publishing enterprises to expand the market distribution and related sales campaign.

 

In the context of promoting universal reading, the British media has also made a special contribution to the improvement of national reading rate and book circulation. Apart from the common book review column of the sun newspaper and the book information promotion of the BBC radio network, Cactus TV's book show Richard and Judy, which started in 2001, has a fixed audience of more than 2 million people, and also plays a significant role in the book promotion in Britain after the 21st century. In 2008, UKTV launched another book column "Watch", focusing on "best books to read "," summer books ", "Christmas books" and other themes, introducing and promoting celebrity biographies, historical novels, humorous/thriller novels, children's picture books, coffee table books and diet books.

 

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