—— Wen/Tong Oil Tank, which came from the 2007 Beijing Book Fair, can only be distinguished by comparing with each other. The 2007 Beijing Book Fair made me see clearly the gap between my company and other companies and publishing institutions, and also made me gradually clear the direction I should work hard in the future. The outstanding books exhibited at the book fair gave me the greatest inspiration that both private publishing companies and practitioners in charge of planning and editing should accurately grasp the two core issues of "what to do" and "how to do it". If we compare "how to do" to the "god" of books, "how to do" is tantamount to the "shape" of books; What to do is the premise and purpose, and how to do it is the means and method to achieve the goal; The two complement each other and are indispensable. Only when handled properly can we create excellent books with excellent form and aesthetic feeling. "What to do" refers to the direction and orientation of book topic planning and editing. A successful book can find a perfectly matched reader, and the information it covers and loads must have a clear direction and specific scope. With the continuous segmentation of the market, in addition to literary books, those ambiguous books will become more and more embarrassing. This requires that in the process of book production, from the title, layout, cover to content selection and submission, we should always take "what to do" as the basic point and never deviate from it for a moment. When buying a book, individual readers and the person in charge of group buying can only finally decide whether to buy a book in two cases, either the book is specially designated in advance or it belongs to a very specific scope of purchase, or the book is not in the scope of purchase, but it is particularly attractive to buyers, giving buyers the impulse to decide to buy for the time being. The first situation enlightens us that when planning the topic, we must study the readers and market demand, try our best to let them enter the "buying range" of more buyers and strive for the opportunity to clinch a deal. According to my observation, teachers and students in primary and secondary schools and school libraries have four needs: teaching materials, literary works suitable for students to read, books encouraging students to grow up, and books for teachers to work in the workplace. The first two have little to do with our job responsibilities, so we ignore them. Look at the latter two aspects. Our main direction is the collection of moral and psychological education books in primary and secondary schools. Inspirational books for students' growth can undoubtedly become one of our future efforts. It happens that there is a great demand for such books in the market, which is obviously influenced by inspirational books that advocate success in life in the whole society. The reason why teachers' workplace books are promising is that the basic education in China is undergoing a great reform. In addition to the professional knowledge reserve, teachers urgently need to cultivate and improve their comprehensive quality. The second situation enlightens us that the topic planning must have its own characteristics. Even if the theme collapses, it is necessary to highlight the differences in a large number of similar books and become "heterogeneous" in similar books. This requires us to innovate in the planning of topic selection. For hot topics plundered by publishing houses or outdated old topics, we need to adopt a brand-new perspective and breakthrough point to dig out irreplaceable highlights of other similar books. For example, major publishing houses and private booksellers compete to publish fairy tales for a huge but limited audience of young children, which leads to more and more homogenization of fairy tales and unnecessary internal consumption of industry resources. In this unfavorable situation, the series of "jingling fairy tales" has found a new way out, linking fairy tales with cruel life and social reality, making them "chicken soup for the soul" in the process of children's growth, and the result has been a great success. A few years ago, the best-selling book Sophie's World was unconventional, just like old wine in an old bottle, which expounded the ideas and viewpoints of major philosophical systems in world history in the form of fairy tales. With accurate orientation and market positioning, the next problem to be solved is "how to do it". As the "shape" of book planning and editing, "how to do it" is the concrete implementation and deduction of the topic, which directly determines whether a unique topic can eventually become an excellent book. The same book, the same topic and different methods have different effects. "How to Do" can not only turn decay into magic, but also turn magic into decay, which can be described as "success is also Xiao He, failure is also Xiao He"! If the topic is compared to the starting point and the market benefit after publication is compared to the destination, "how to do it" becomes the path of how to reach the destination smoothly from the starting point. Obviously, an excellent publisher should choose the shortest and fastest shortcut. In my opinion, "how to do it" includes two major problems: how to design the image of the book and how to assemble the manuscript for the book. The former is directly related to whether the book can open the market most quickly and widely, and the latter is related to whether the book has lasting and far-reaching reading charm, whether it can be worthy of buyers, whether it can gain good interpersonal reputation and whether it can condense into a strong brand appeal. Therefore, after determining the topic, we should make efforts from two aspects: image design and contribution content when making specific editing and publishing work. (1) Image design title: Except for literary works, the title of the book should be clear at a glance, highlighting the theme of the book. Faced with the overwhelming situation of similar books, readers and buyers have no patience to read a book in detail, and often just sweep it from the shelf at will. Only on the premise of optimistic about the title can they deeply consider whether to buy. If the headline can't catch the eye instantly, it's hard to be photographed. Titles such as How to Be a Top Student, One Word Makes Your Life-An American Youth Motivation Manual, Critical Reminder-Critical Advice from 85 Outstanding Americans and Six Most Important Decisions for Teenagers are good examples. Some titles seem vague and even puzzling, but in the end they can achieve unexpected success. For example, being light and nontoxic is a colloquial name, which imitates the saying "Nothing is light" and gives people a kind of intimacy of "love at first sight", which can be remembered by buyers at the first time. However, it is so obscure that it is difficult to determine its content only by its title, and it is also likely to miss its target audience. Therefore, the publishing house specially added a subtitle "2 1 day to improve physical fitness", so it was perfect. After listing, it was very popular with readers and ranked among the best sellers in major bookstores for a long time. Cover: The cover is the face of a book, which is not only related to the first impression of the book, but also directly determines the elegant taste and grade of the book. The cover must obey the content and positioning of the book. The cover of literary books may be artistic, the cover of academic books may be elegant, the cover of books for middle-aged and elderly people may be dignified, and the cover of books for children may be lively. In my opinion, the cover should avoid problems such as fancy, gaudy, messy, plain and dull, and strive to be full but not gaudy, dazzling but not gaudy, colorful but not messy, plain but not dull, simple but not dull. If it is a set of books and a series of books, it should be a book and a letter. The styles of each volume should be unified to ensure their own characteristics, so as not to bury the individuality and differences of each volume. Layout: Layout is similar to the cover, and its style depends on the content of the book. Generally speaking, a good layout should not only be innovative and unique to effectively contrast the readability of the content, but also be neat and orderly when used, taking the reading effect of the reader as the standard. The layout design, font, font size, color, background and other contents of the core are the key points of the layout, and also the parts really involved in the reading process, which need to be treated emphatically, while the top, feet, margins and other parts are relatively secondary, so the relationship between them must be coordinated to avoid usurping the role of the master. (2) Content language of soliciting contributions: The language and writing style of books must also obey the theme of books. Different books should adopt different expressions. The language of literary books should be beautiful without losing personality. Entertainment books should be lively and humorous. Academic books should be precise, restrained and clear, and avoid unnecessary ambiguity and verbosity. Selection of materials: The more similar books on the market, the better the selection of books, otherwise its brilliance will be lost in the sea of similar books and it will be difficult to stand out from them. In my opinion, the selection of materials should be strictly controlled from the perspectives of universality, typicality and uniqueness, and should be innovative and convincing enough. Planning: "Planning" here refers to the structure of a book, that is, layout planning. Whether the structure of books is good or not directly affects the theme interpretation and final reading effect of books. The structure of books should be balanced and harmonious on the basis of highlighting key points. For example, the structure of The Chinese Virtue Reader is very reasonable. Similar to similar books, it divides China's traditional virtues into more than ten series, such as patriotism, self-improvement and filial piety, and each series contains the comments and interpretations of virtue story and its editors. Its uniqueness lies in that each series does not take the story as the direct component, but takes the original famous words in the classic works as the title, and then uses the corresponding stories to explain the connotation of the famous words. The advantage of this is that it solves the shortcomings of loose structure and incoherent logic of books such as Story Club, and the structure and context of books are more orderly. Because I have been in the business for a short time, I am still unfamiliar with the book publishing industry, and I still lack the necessary experience and in-depth research on planning and editing. This article is just some rough, immature and unreasonable empty words and shallow opinions. Please ask about any immature and inappropriate places in Han Hai. In my future work, I will ask myself to study hard and strive to become an expert with original opinions and personal experience as soon as possible.