How to plan the book topic selection?

Secondly, we should have the ability of information screening, record the useful information we come into contact with every day and make it into an information card so that it can be called at any time. The second step is to establish the theme (determine the title or series name). On the basis of mastering a lot of information, according to my own work practice, I have determined the topics that I should focus on in the near future. The following questions should be paid attention to when deciding the topic: 1. The characteristic orientation of this publishing house. Now many publishing houses have begun to emphasize their own publishing characteristics and positioning, build brands with characteristics and enter the market with brands. Therefore, when planning editors determine the topic, they should first consider whether the topic conforms to the publishing direction and orientation of our society. 2. My education and professional knowledge. It is generally recognized that editors are not experts, but saints. It is true that editors are not scholars, especially when planning popular reading materials, editors need to have a broad vision and a breakthrough point that meets the public's interest in reading. 3. Grasp the cultural pulse of the times. The third step, the product source of market research publishing house comes from editors, from editors' ideas. Of course, the editor's initial ideas and inspiration should come from the book market. But this is just an idea and inspiration. Once the idea or inspiration is determined and the topic is selected, it means the investment of the publishing house, sometimes a lot of investment. Market investment is bound to be risky, so once the topic is determined, the next thing to do is to conduct serious and in-depth market research. How to do market research? How can we make market research cost-effective and effective? It can be said that this is a common puzzle for domestic publishing houses at present. In order to make the market survey effective, editors should start from the following aspects: (1) What kinds of readers are the manuscripts designed for? That is, determine the target audience; (2) Where are the target readers? (3) Visit the target readers, talk with them, and understand their reading needs; (4) Visit different bookstores to find out the main buyers' composition and purchasing trends of such topics; (5) Understand the average income of target readers and study their psychological target price; (6) Keep close relationship with marketers and salespeople and listen to their suggestions carefully; (7) Understand the publishing and sales of similar products of other publishing houses, compare them with similar books, find out the market gap of similar books, and determine the competitive advantage of their own books among similar books; (8) According to the market tendency, reader preference and other factors, understand what kind of format, structure, cover and overall binding style the target readers like; (9) Understand the best time to market and marketing strategy of books. The fourth step, after the market positioning and production topic selection are determined, the next work is to contact the author, sort out the manuscript and carefully review the processing. In this link, we should pay attention to the following two questions: 1. Market positioning. Is to determine the layout, materials, overall design style, pricing, first print quantity, etc. According to the results of the previous market survey. The target audience of a book is different, so its market positioning must be treated differently. 2. production. Entering this link marks the official start of investment in a project. In this link, the editor mainly controls the production cost. The production cost accounts for a large part of the cost of a book and must be strictly controlled. This requires editors to strictly check manuscripts (including text, cover, two letters, ring lining, etc.). Before going to press, try to eliminate all mistakes before going to press. The fifth step, the last link of marketing planning is marketing planning. Marketing planning has become a part of topic planning, which began before the new book was published and listed. Therefore, marketing planning should be divided into: 1. Marketing planning before the book is published. The planning before the book is to promote the publication of the new book. In order to achieve the best publicity effect, we must carefully plan, reasonably choose media, emphasize the coverage and frequency of publicity, and choose the best publicity opportunity. Of course, a publishing house publishes hundreds of books a year, and it is impossible to plan a publicity campaign for each book. This requires the publishing house to make a brand plan with its own publishing characteristics. 2. Marketing planning after the book is published. Successful marketing planning must pay attention to two aspects at the same time: first, do a good job in distribution channels and networks to ensure that books can be put on the shelves in the most suitable bookstores in the fastest time and within the largest scope; The second is to do a good job of directly facing the target readers and trigger the buying behavior of the target readers.