Abstract:

The phenomena that the book stocks keep on ascension while it is still difficult for readers to buy books
show the problem that there is no effective segment in book marketing in publishing houses. It can be seen from the
low-level overproduction of books, the same models of sales promotion and no innovation in marketing spreading.
Therefore, publishing houses should make a point of setting up reader segment by subdividing marketplace, setting up
product segment by defining the market predominance clearly, and setting up marketing spreading segment by transferring information tactically.