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教材营销环节作为出版企业在整个营销链条中与市场联系最紧密的一个环节,在教材出版业务中占据越来越重要的地位。让营销贯穿教材开发、出版和营销的整个流程,让策划编辑成为出版企业进行图书全程营销策略的主要参与者,从而构建以编辑为中心的教材图书全程营销策略已变得非常重要。文章对以编辑为主体实施教材图书全程营销从市场形势发展的需要,编辑进行全程营销的优势,如何实施以编辑为主体的全程营销等三个方面进行了论述。
Textbook marketing as a publishing company in the entire marketing chain and the market link the most closely, in the textbook publishing business occupy an increasingly important position. Throughout the process of developing, publishing and marketing textbooks, planning and editing become the major participants in the book-to-book marketing strategy of publishing companies. Therefore, it has become very important to build an editorial-centered book-wide marketing strategy. The article discusses the three aspects of the whole process of market-oriented marketing, such as the need of editing the whole book, and the advantages of editors in marketing, and how to implement the whole-process marketing with editors as the main body.