A STUDY OF STAR WRITER MARKET SURVIVAL MODE, SUCH AS GUOJINGMING AND HANHAN
ABSTRACT: In the developed countries, capital operations and marketing have been developed greatly and become more and more an important method to expand the enterprises. Many publishing group companies have been integrated or diversified in terms of capital operations. Therefore, capital operations and marketing have been considered as an accelerator of publishing development. In China, publishing capital operations are also started. Into the 21st century, publishing atmosphere as the product of a new era has been the impact of various media elements, the entire book market economy the market is the inevitable element of penetration into the commercial and economic profit-driven. It has been the “80” Literature-selling phenomenon, by typical star writers such as Hanhan, Guojingming, indicates the management mode which through a variety of means, ways and mechanisms to maximize capital appreciation for the purpose of a publishing operation in China was born. Star writer and marketing capital operation model has become a miniature chain system.
It indicates clearly that Chinese publishing enterprises begin to rapidly develop toward to large scales operations, but in the publishing model, the concrete construction and the process of building, there are still many contradictions and problems. Hanhan, Guojingming and other star writers and the publishing industry to promote the creation of huge economic and social benefits, the individual star of efficiency, while also to some extent caused by bias in the book publishing market. In order to better promote the development of China's star writer and find a new way for Book publishing market, we to seek solutions about Internal financing, we to seek solutions about Internal financing, while improving the external publishing market of the institutional infrastructure of capital, Restructuring according to market requirements.
Keywords:Book publishing; star writer; capital operation; Marketing