THE ANALYSIS OF THE DEVELOPMENT COUNTERMEASURES OF BOOK CLUBS IN CHINA
ABSTRACT: Club is a special kind of marketing methods, originated in the UK. The value of club is mainly manifested in the functions which are provided for the members of the club. As part of the club, book club has its peculiar form of business management and organizational structure. Book clubs aboard have experienced three stages of development, while China's book clubs started lately. Though entered into a stage of rapid development after the year of 2000, China's book clubs now face difficulties in terms of capital and operating modes. It’s the industrial pressure and single operation mode that serves as restricting factors inside and outside.
The successful experience of book clubs abroad on capital and business strategy provides feasibility for the development of china’s book clubs, and the advantages of cultural industry and book industry in China lays a foundation for further development. In order to better adapt to changing times, the development of book clubs in China is inevitable towards cyberization, specialization, and differentiation. It necessitates the support of government to adopt multi-channel development policy, and more positive development modes must be taken.
Key words: Book; Book Club; Development Countermeasures