The fundamental purpose of book publishing and marketing is to build a book brand and gain economic benefits for the publishing house. Therefore, from the perspective of publishing and marketing, formulating brand strategies, doing a good job in book selection and planning, and improving book quality are the guarantees for book sales. Book selection and planning is a book production activity carried out by publishing planners based on information collection, organization, analysis and research. Topic planning is related to the quality, sales and market reputation of books. In an environment where the competition order in the book market is not standardized, publishing houses should do a good job in book selection and planning and improve the quality of book publishing planning. Specifically for sports books, publishing houses should attach importance to the demonstration report of sports book selection and planning, and through investigation, research and precise analysis, have a comprehensive understanding of book positioning, pricing, target audience, capital investment and profit; and make a good plan for book size, design, binding and printing. For book planners, book publishing, like other commodity production activities, requires burundi lists careful planning and a certain amount of labor. Specifically, sports book selection and planning personnel should pay attention to the following issues in book planning: (1) Increase professional field research, grasp the direction of book development from the source, discover the potential market and target readers of books, so as to improve the pertinence of marketing strategies. (2) Focus on the content of sports books and carefully plan the selection of topics.