Abstract:

This paper applied the audience layered approach of Mass Communication, divided the reading audiences into three types: trend to zero, targeted- oriented and marketing-oriented. Analyzed the characteristics of three
audiences, preliminary studied the book publishing industry for the three types of audience development path. Studies
have shown that: increasingly trend to zero reading habits (interest), ensure the satisfaction of library and information
needs and purchasing channels for targeted oriented audience, make good use of Prestige effect、 Halo Effect and Herd
mentality to guide the dissemination of the effectiveness of marketing-oriented audience book purchase decision, is the development path based on the audience layered approach of book publishing industry.