Research On The Cdietary Book Marketing Strategy Of China Light Industry Press In The Media Era

In the background of integrating media era,diet books are facing the continuously saturated market,homogeneity of the selected topics,and severe impact from mobile Internet products,which means that the press' s marketing work also faces many challenges,and we must choose appropriate marketing strategies according to the propagation characteristics of different media.China Light Industry Press has viewed diet books as a key section to develop and maintain,met and guided the market demand positively,and created a series of high quality brands successfully,which is highly recognized by readers.A series of data show that China Light Industry Press' achievements in the field of diet books had a lot to do with keeping up with the changes of the times of marketing strategy,and the author's internship experience in the China Light Industry Press will deepen the understanding of this point.Therefore,with China Light Industry Press' diet books as the research object,with Jerome Mccarthy's "4P" theory as the theoretical basis of the research,based on the analysis of the whole marketing environment,this study made analysis on marketing strategy in the background of integrating media era respectively from the four anglesproduct,price,place and promotion.And through a lot of case analysis and experience summary,we obtained some beneficial enlightenment,and hope to provide some reference about the transition of marketing mode for the diet books of our country in the background of integrating media era.