The German religious book market is a small market segment that is dominated by small publishers. Because the number of companies and overall turnover in the market segment show a negative trend, the German religious book market can be described as a mature saturated market. Also, the classic and professional customer groups are decreasing or at least changing due to changes in the role of religion in society. However, the population still has an interest in religious topics, which is why it is important for religious publishers to target them with specific marketing measures. Content analysis of the bi-annual publishing program brochures reveals which titles religious publishers attribute the greatest sales potential to and which product, price and communication measures are used to support their top titles. The results of the analysis show that German religious publishers choose non-fiction books, but also practical guidebooks and gift books as top titles, which take up current topics and trends from church and society. Books with authentic content by authentic authors are favored. The analysis also indicates (somewhat unsurprisingly) that marketing decisions that are made depend on the financial capabilities of religious publishers. Measures related to the price are therefore hardly offered, and cost-intensive communication measures are only taken at a low level.

中文翻译：

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宗教出版：德国宗教出版商营销手段分析

德国宗教书籍市场是一个由小型出版商主导的小型细分市场。由于该细分市场的公司数量和整体成交额呈负增长趋势，德国宗教图书市场可谓是一个成熟的饱和市场。此外，由于宗教在社会中的作用发生变化，经典和专业客户群体正在减少或至少发生变化。然而，人们仍然对宗教话题感兴趣，这就是为什么宗教出版商以特定的营销措施针对他们很重要的原因。对两年一次的出版计划手册的内容分析揭示了宗教出版商将最大的销售潜力归因于哪些书籍，以及使用哪些产品、价格和沟通措施来支持他们的顶级书籍。分析结果表明，德国宗教出版商选择非小说类书籍，但也选择实用指南和礼品书籍作为热门书名，它们占据了教会和社会的当前话题和趋势。由真实作者提供真实内容的书籍受到青睐。分析还表明（不出所料）营销决策取决于宗教出版商的财务能力。因此，几乎不提供与价格相关的措施，并且仅在低水平上采取成本密集的通信措施。分析还表明（不出所料）营销决策取决于宗教出版商的财务能力。因此，几乎不提供与价格相关的措施，并且仅在低水平上采取成本密集的通信措施。分析还表明（不出所料）营销决策取决于宗教出版商的财务能力。因此，几乎不提供与价格相关的措施，并且仅在低水平上采取成本密集的通信措施。