关键词: 读者参与 丨营销创新 , 丨出版品牌 , 丨绩效

Abstract:

With the dramatic changes of the book market, the readers’ participation is becoming more and more
important in the innovation system of the publishing house, and is becoming one of the most important drivers to enhance
the publishing brand management performance. Based on the discussion of the necessity and feasibility of the readers’
participation, the article made a systematic analysis of the relationship between the readers’ participation in the book
marketing innovation and the publishing brand management, and gave some suggestions about how the publishing house
to impel the reader to take part in the book marketing innovation in order to drive the improvement of the publishing
brand management performance and analyzed several problems need to pay attention.