An Analysis of Marketing Strategies For Serious Literary Books –Taking Mo Yan's "Life and Death Are Wearing Me Out" as an Example

At present, with the difficult survival of paper books, serious literature, which relies on paper books as a medium, is also gradually marginalized. It faces not only external challenges but also internal crises. The current marketing models adopted by serious literature do not conform to its characteristics and current survival status, and there are many problems that urgently need to be transformed and upgraded. The marketing methods used in Mo Yan's "Life and Death Are Wearing Me Out" have given serious literature a glimmer of hope. By integrating the 4I theory of marketing, this article analyzes the existing problems in the marketing of serious literature and drawing on the successful case of Mo Yan's "Life and Death Are Wearing Me Out," proposes development paths for the marketing of serious literature, such as strengthening multi-channel diversification, meeting the reading needs of young readers, focusing on the interaction in the marketing process, and achieving personalized marketing. Keywords: Serious Literature/Mo Yan/ Book Marketing/ 4I Theory DOI: 10.7176/JMCR/92-01 Publication date: September 30 th 2024