The Research Of The Marketing Strategy Of Chaoxing Digital Library

As a new concept of cyber-times, the marketing of the digital library has absorbed the quintessence in the operation mode and methods of traditional marketing, and has formed its own features. Innovative studies has been made to the characteristics of the marketing of digital libraries and the marketing strategy of CHAOXING digital library.At first, the theoretical foundations and the background of study were introduced. Then, the key elements of digital libraries were summarized and their development modes in our country were explained, on this basis of which the digital library's own features were innovatively proposed.Thirdly, the current marketing situations of CHAOXING digital library were analyzed, which was the leader of the market, and three challenges CHAOXING facing were summarized: the individualization of consumer demand, aggravated competition and deficient books resources.The most important parts of this paper were the later two chapters. In these parts, marketing strategy and marketing mix eagerly needed by CHAOXING were put forward according to its predicament. Innovative propositions were made that among the value chain of digital libraries, marketing association was their value-added part; the inherent characteristic such as high production cost and low duplicating cost decided the value-oriented price making strategy and distinguish price; the user's demand was emphasize on the choice of the channel and the...