Enterprises publish books for two purposes: one is to publicize their own success as the experience of their own enterprises; The second is to introduce the situation, products and development of your own enterprise in the form of books, and publicize yourself through the book market. In the increasingly fierce market competition, well-known enterprises have accumulated a lot of experience, which is exactly what the China business community lacks today. However, just like today's talent market, on the one hand, there is insufficient demand, on the other hand, there is blind supply. The experience of enterprises needs to be spread abroad, and the growth of enterprises needs the accumulation of knowledge. Therefore, publishing books by enterprises has become a new best-selling means. It is even predicted that this kind of "corporate propaganda" with the help of the company's own popularity will surely become a new hot spot in the publishing industry.
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Fujian "Kunihiro Hajime Ye" is a decoration enterprise engaged in interior design and construction, and its chairman, Mr. Ye Bin, is a well-known interior designer in China, and has won the honors of "Top Ten Interior Designers in China" and "Top Ten Cover Figures of Interior Designers in China". In the past ten years, Ye devoted himself to academic research and published 49 theoretical and design works on interior design. Ye's books are sold in Xinhua Bookstore all over the country. According to a survey conducted by a professional survey company commissioned by the publishing unit, the books edited by Ye occupy the forefront of the best-selling list of similar books in the market. Many domestic university libraries offering interior design majors have books on "Kunihiro Hajime Ye". Young and middle-aged interior designers in China have read the book Kunihiro Hajime Leaf. Many owners will also buy books published by Leaves of Kunihiro Hajime for reference when decorating their new houses. In this regard, some media commented that "Leaves of Kunihiro Hajime" has influenced the younger generation of interior designers in China and the living life of modern cities. None of the 49 books published by Kunihiro Hajime Leaf introduces the entrepreneurial history of Kunihiro Hajime Leaf. In their enterprise, the books they published are also placed in a very inconspicuous corner, and even in the marketing activities of the enterprise, the unique selling point of the books has been forgotten. Therefore, it can be said that the "publishing" mentioned in this article is definitely different from the "publishing" of other enterprises. Most other enterprises invite writers to beautify their own enterprises or bosses, and it is inevitable that they publish books just to show off their own enterprises or bosses. Although "Kunihiro Hajime Leaf" never shows off the capital of publishing books, it is still very famous in the market. High-end customers from all over the country will always come to you, and the design business is all over the country. Secret trick 1:
Through the phenomenon of "Kunihiro Hajime leaving his job to publish a book", it is not difficult to find the benefits of real learning for enterprises. Whether it's called "academic marketing" or something else, this kind of "publishing books by enterprises" is undoubtedly an excellent way to promote brands. "Kunihiro Hajime Ye" is an enterprise that has not engaged in chain operation in different places so far. It can't be compared with many chain decoration enterprises in scale. They only take the road of combining regional strong brands with diversified management, involving real estate, tourism real estate and other industries. But in terms of popularity, many peers with large chain operations cannot compete with them. Where Xinhua Bookstore sells their books, the popularity of "Leaves of Kunihiro Hajime" is everywhere. Compared with the influence of corporate advertising, publishing a book is undoubtedly a good way to influence most people. This way of brand promotion is unique in the industry, and even such a company that focuses on learning is extremely rare in the country. If "Kunihiro Hajime Leaf" declares a well-known trademark in China, its popularity and influence are beyond doubt. Academic marketing, which is active in the pharmaceutical industry, and the publication of the entrepreneurial history of general enterprises in other industries are often vilified for being too utilitarian. Commercialized academics and legendary enterprises are indifferent to the interests of readers, and it is difficult to get praise from readers. Whether the book publishing craze of enterprises is destroyed or praised depends on what kind of books are published by enterprises and whether they really have academic elements. Does it contribute to the progress of human society? Does it promote the development of the industry? Is it helpful to readers? This determines whether the books published by enterprises are valuable. At the same time, it also determines the extent to which the publication of books helps the brand promotion of enterprises and promotes the marketing of enterprises. It is not easy for an enterprise to publish a book. This book is of course beneficial to the public and has academic value, because the only condition for publishing a book is that the enterprise should have relevant professionals, and these professionals should also have a deep understanding and unique insights into their own fields. However, in many academic fields, enterprises have considerable material advantages. It is undeniable that some enterprises have academic talents, but many enterprises are too utilitarian, lack long-term vision, and have insufficient understanding of whether publishing books can help enterprises develop and create profits, so there is no longer a "Kunihiro Hajime Leaf" in China.
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Recently, in his new book Lenovo Bureau, Chi Yuzhou disclosed the history of Lenovo Group's invitation to write Lenovo, which triggered media attention to the publishing behavior of enterprises. Under the investigation of many media, the mode of publishing books by enterprises has also been exposed. In short, it mainly includes: 1, the enterprise looks for a publishing house, and the publishing house organizes the author to write; 2, the enterprise directly find familiar famous journalists to write, and then find a publishing house to publish after writing; 3. Enterprises spend money to find a few writers, save a book according to their own ideas, and then find a publishing house to publish it. Among the above three models, the second one is particularly striking, because most of the authors are famous journalists and have considerable social influence.
Deception 2:
It is the traditional thinking of businessmen in China, or an integral part of traditional business culture in China, to publish books and make biographies after successful business. Walking into the reference rooms of some "century-old shops", you can often see many books recording the history of entrepreneurship. The publication date of these books can even be traced back to the Qing Dynasty. In today's market-oriented, publishing books by enterprises belongs to the behavior promised by market rules. How to brag about your success should be the freedom of enterprises within the scope of not violating publishing laws and regulations. However, throughout today's endless enterprise history books, we not only emphasize "objectivity" and "openness" repeatedly in propaganda and speculation, but also often invite famous financial reporters as screenwriters in the choice of authors, so as to show the objectivity of the content by virtue of their identity. In order to promote these books, enterprises imply the fairness of the content through various marketing actions such as press conferences and advertisements, which mislead readers to a great extent and damage their legitimate right to know.
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CITIC Publishing House's new book "Leap-Kodak in China" was launched in Beijing. On June 8, 65438, at the Beijing Book Fair in 2005, the signing ceremony was crowded with readers. At the same time, CITIC Publishing House also published Lenovo Fengyun written by the famous writer Ling Zhijun. 200,000 copies of the first edition of this book were sold out by dealers all over the country in a short time. At one time, there was a fiery scene in which dealers lined up to order books, and late dealers could not order the goods. At the beginning of the year, on the occasion of the 20th anniversary of the establishment of Haier Group, Qingdao Publishing House also published a series of books, such as Haier Brand Road, Haier's Story and Philosophy, and Haier People Say Haier. Prior to this, Lenovo's Why Lenovo, Bailong Review of President and Huawei Out of Chaos were all bestsellers on the list, because they satisfied people's curiosity about successful enterprises. Trick secret 3:
Many entrepreneurs or readers in China are very concerned about the growth history of Fortune 500 companies, such as Wal-Mart, IBM, Microsoft and Coca-Cola. Biographies about these companies have always been a hot commodity on the shelves of economic management books. This era needs heroes, excellent and successful entrepreneurs are the elites of this era, and public psychology needs a successful model. They are very concerned about how these people seize opportunities in the process of enterprise transformation and company entrepreneurship. It is worth noting that the starting point of writing books for enterprises is not to create heroes, but to look at problems from a higher level and show the development process, strategy and organizational structure of an enterprise in an all-round way. Two years ago, the fashion of publishing books by enterprises had not yet formed. At that time, Kodak had not released its own books. At that time, many MBA case centers hoped to include some stories about Kodak, especially the process of Kodak reaching a high degree of localization in China. Many people are willing to explore what this achievement is, but there is no fixed routine for the growth of enterprises. The book presents only our practice, but not necessarily the truth and essence. People used to pay attention to leadership and politics, but now they pay more attention to business. In the process of globalization, China's competitiveness lies not in politics, but in the creativity of enterprises and the reshaping of China society through enterprises. When the status of business is established, writing business becomes a homework, and it is logical for enterprises to publish books in the process of social value transformation. Of course, this phenomenon is manifested in two aspects: half good and half bad. It is good to promote it as an experience, which is a good thing; It is not good to follow the trend blindly. Many small and medium-sized enterprises publish books with well-known enterprises like Haier, but they are often not experts in publishing books, which is far from reality. A book like this needs the joint publication of senior managers and scholars to produce a classic and valuable book. Skill analysis:
Gu Xiaoming, a professor at Fudan University, divides the books published by enterprises into four categories. In the first category, some ordinary writers are invited by enterprises to write and edit in a modular way, relying entirely on enterprises and full of praise. The second category is "Lenovo Fengyun" and other books, the author has a certain level, and also consulted a lot of materials in the writing process, and the content is objective. What the current market lacks is the real enterprise history book, which is the third category. The third kind of books requires the author to have profound knowledge of management, management and political science, and to have a comprehensive grasp of enterprise management. In the process of writing, from an objective point of view, using scientific investigation methodology to conduct detailed investigation and calm analysis. The fourth kind of books need to go further on this basis, and sum up a typical model that is meaningful to the industry and even the whole society in the complicated events.
Sun Qinan of Shanghai Academy of Social Sciences believes that the essence of publishing books by enterprises is a kind of hype and an advertisement in disguise. The appearance of this kind of books is actually a normal product in the process of marketization of publishing industry, which is good for enterprises, publishers and authors. However, publishing behavior should follow certain moral standards, and whether the concept of "absolute obedience" advocated by such books is beneficial to readers, especially students, is debatable. Similarly, as an investment, whether an enterprise can look further beyond the enterprise history books and support the publication of some excellent books that are popular in the market can create a better social image for the enterprise.
It can be seen that it is not only the publication of the book itself that causes criticism, but the behavior of enterprises using their abundant funds to intentionally mislead readers in overwhelming publicity. With the arrival of a new round of enterprise publishing climax, the debate about enterprise publishing will continue to guide consumption.
Enterprises have their own advantages in publishing books. The first is money. Compared with the economic strength of enterprises, the funds for the whole process of book publishing, publicity and promotion are negligible; Secondly, the channel has no worries. With the existing popularity of the enterprise as the market foreshadowing and the underwriting of the enterprise itself as the main distribution method, the sales of books can at least achieve stable profit without loss. However, the disadvantages of publishing books by enterprises are also obvious. Overexaggerated propaganda makes readers instinctively refuse. How to grasp this degree is worth pondering by related industries.