Research on topic selection planning and marketing collaboration of book editors in the context of integrated publishing
融合出版背景下图书编辑的选题策划与营销协同研究

摘要

在数字技术与出版产业深度融合的背景下，融合出版已成为图书出版行业转型升级的核心方向，打破了传统出版“选题策划与营销分离”的模式，对图书编辑的综合能力与工作模式提出了全新要求。图书编辑作为选题策划的核心执行者与营销协同的关键纽带，其选题策划的精准度与营销协同的有效性，直接决定图书的市场竞争力与传播价值。本文结合融合出版的发展特征与行业实践，剖析融合出版对图书编辑选题策划与营销协同的新要求，探讨二者协同的核心逻辑与现存问题，提出针对性优化路径，为图书编辑适应行业变革、提升出版效能提供参考，助力出版行业实现高质量融合发展。

Abstract

In the context of the deep integration of digital technology and the publishing industry, integrated publishing has become the core direction of the transformation and upgrading of the book publishing industry, breaking the traditional mode of "topic selection planning and marketing separation" in publishing, and putting forward new requirements for the comprehensive ability and work mode of book editors. As the core executor of topic selection planning and a key link in marketing collaboration, book editors' accuracy in topic selection planning and the effectiveness of marketing collaboration directly determine the market competitiveness and dissemination value of books. This article combines the development characteristics and industry practices of integrated publishing to analyze the new requirements of integrated publishing for book editors' topic selection planning and marketing coordination. It explores the core logic and existing problems of the two coordination, proposes targeted optimization paths, and provides reference for book editors to adapt to industry changes and improve publishing efficiency, helping the publishing industry achieve high-quality integrated development.