出版新业态，不仅涵盖数字出版，它囊括传统出版受到数字出版冲击后，融合而成的所有全新的出版形态，它既传承了传统出版的优点，又依托数字技术，用新媒体去表现传统出版的内容。20世纪90年代，舒尔茨所著的《整合营销传播》引起全球广泛关注并传入我国，整合营销理论逐渐开始为图书营销提供解决方案。图书的整合营销，表现为一个完整的营销项目，要求出版者根据图书的具体情况选择各种传播方式并将之整合，通过提供具有品牌内涵的信息，实现理想的传播效果，并反映在图书的销量和读者的满意度上，最终实现出版品牌的增值。日本的人均图书消费水平居世界各国之首。近年来，日本出版产业持续低迷。日本的图书出版历来十分重视营销，如今在数字出版的冲击下，依托媒介的融合，实施整合营销战略，出现了很多成功的图书营销案例。本文从背景、案例、模式三个维度对中日两国图书的整合营销进行比较分析。当然，新业态下图书整合营销的基本模式不是万能的，应根据图书的特点具体问题具体分析，综合考虑成本和预期，选择相适应的整合营销手段，避免陷入盲目使用全媒体、销量至上和过度炒作等误区。最后，从宏观层面上看，根据新闻出版总署2012年最新发布的《关于加快出版传媒集团改革发展的指导意见》，图书整合营销的前景十分广阔。

In recent years, the publishing industry with the development of new media has greatly changed. The traditional publishing industry ，with The impact of new media，fused into new format. New format is to target the demand of readers, according to certain goals and principles, selective use management structure, publishing scale, the price system, sales, service and feedback management means, rely on certain media, and provide the typification of publication service business form.In 1990s, the world-wide well known book, "Integrated Marketing Communications" by Schultz, was starting to show its deep impact on providing solutions for book selling in China. The integrated marketing, which appears as a complete marketing project, requires publisher choose the appropriate way for marketing based on the properties of the books. It maximizes the effect of communication by supplying the brand value and thus increases the book selling as well as the customer's satisfaction, with the stimulation of the brand value as a consequential effect. Japan is recognized as the publishing industry country and publishing power, with developed book Marketing. China's publishing industry after the Reform and opening up has made great strides in development. So the comparative study and case analysis between China and Japan will be of great value. The conclusion is a basic mode of books integrated marketing.The basic model of books integrated marketing contains two strands, one is the strategies that support project strategy; another is to carry out, namely "Speak With One Voice".