According to the object of catalog marketing, it can be divided into two categories: consumer-oriented catalog and enterprise-oriented catalog. The circulation of consumer goods catalogue is large, and the circulation of enterprise organization catalogue is small. The catalogue of consumer goods can also be classified according to the published commodity category, target market, image and quality of the catalogue. In recent years, the special commodity catalogue is in a dominant position in today's catalogue marketing market, and it is increasingly replacing the traditional general commodity catalogue, making the catalogue more professional. The range of goods sold through the monopoly catalogue covers clothing, food and other products. This catalogue can be aimed at the preferences of different lifestyles, such as differences in interests, activities, attitudes and values, and the different preferences arising therefrom.

The products sold in the business-to-business catalogue include office supplies and equipment, computer accessories, etc. A catalog usually contains a specific item, such as paper and electronic products. Users can order by phone 800 or by letter or fax. This catalogue is usually sent to selected potential customers or customers who place orders with our company within a certain period of time. In the past ten years, business-to-business catalogs have become more and more like consumer goods catalogs, focusing on color, pattern layout and encouraging purchases.

Design and production of catalogue

Every successful catalog marketer has a successful catalog design. Some successful catalogues. Highlight a theme or concept as a whole. Whether it is pattern making, copywriting, color matching and cover design, it is all carried out around it. In this way, you can visually give customers or potential customers a certain impression or image. Marketing experts believe that catalog design generally involves the following six aspects: 1. Catalogue specifications and dimensions; 2. Directory system; 3. The way of goods unloading; 4. Visual effects of goods and layout; 5. The design of catalogue copy; 6. Order design.

I. Catalogue specifications and dimensions

The size of the catalogue is determined by the number of commodities and the space occupied by each commodity. The display space of goods in the catalogue depends on the advertising content and the requirements for the display effect. The most common specification abroad is 8.5× 1 1 inch, and the number of pages in the catalogue ranges from several pages to hundreds.

Second, the directory system.

Although the format of the table of contents may be different in practice, each table of contents usually consists of a front cover, a back cover and several double-sided printed table of contents pages. The front cover and back cover determine the theme of the catalogue, which should arouse readers' interest in the contents of the catalogue. The cover should be clear and the company name should be more prominent. The color and texture of the cover and the displayed new products should be able to show the contents of the catalogue.

Generally, the inner pages of the catalogue arrange the graphic information of goods with each side as a unit. The design of each unit in the whole directory should be changed to make the directory interesting. The design and layout of each pair of pages are usually grid layout or free-flowing design. Vertical and horizontal layout is to divide the page into several grids, and each grid displays a product. However, freestyle layout is more flexible and can bring unique visual effects to the catalogue. The layout of pages in a directory is an integral part of the directory image.

Although the layout of the pages in the directory is not uniform, there are certain rules to follow. For example, a page should not publish too many items, the page design should be convenient for visual smooth movement, and the layout of each pair of pages should be diverse.

Five, the design of directory replication

The main function of directory copy is to promote sales, and it should be complete and concise.

For each commodity item in the catalogue, pictures and copy should cooperate with each other to encourage readers to buy. Pictures can strengthen the description of copywriting, and copywriting is a supplement to pictures. The two complement each other. Copywriting describes the benefits of the product and explains to readers why they should buy the product.

In addition to the promotion function, the copywriter will also give the detailed information of the product order, such as product unit, size and specification selection, color, price and other information related to the order.