| The researching object of this thesis is Hanlin eBook. First author made the quantitative analysis and qualitative analysis and study of the industrial competition and marketing research of Hanlin eBook by using the analysis of the Mike Potter Five Powers Mode and straight power.Author points out the status quo, problem and competition of the present ebook industry.Author made a deep analysis of the segments, objective market and positioning of Hanlin eBook by using Philip kotulla's STP marketing theory and positioning theory of Liz and Telauter and combining marketing of Hanlin eBook. It refocuses the objective market and objective consumer of Hanlin eBook. This thesis concludes the marketing strategy of Hanlin eBook itself through the analysis of product decision, price decision, place decision, advertising and promotion decision of Hanlin eBook by using the Cotulla's STP marketing theory.At last, from the theory and practice view and combining the analysis of the competition and marketing strategy of Hanlin eBook, author point out the challenge, problem and developing trend of Hanlin eBook. And the author made a deeply thinking and exploring of eBook industry, and finally come up with the idea of "industry chain mode of ebook" and expected it to be the reference and revelation for the industry. |
PDF Full Text Request