Ebooks Integrated Marketing Strategy Research

Since 1990s, following the progress of the computer technology and the network technology, traditional paper medium books develop to digitalized direction. The electronic books, which collecting reading, storing and searching into a whole, become a new important chip that publishers held in the competitive books market for the characters of convenient, direct, large capacity and low price, etc., With the development of socialist market economy, the books publishing have transited from seller's market to buyer's market, In the buyer's market of books publishing, marketing becomes an important link of books publishing and influences a publisher's development destiny. The marketing way of the electronic books which is praised as "a gold mine under Internet" becomes one of the questions that people pay close attention to day by day.Up until now, the academia researches a lot about the course and existing problems of the development of the electronic books, but very few study from the point of marketing. For this reason, based on occupying a large number of full and accurate materials, this thesis sets out from the angle of understanding electronic books consumers' demand tendency, using systematic analytic approach, comparative approach, sum up approach, discusses the great realistic question from the visual angle marketing, books publishing, etc.It proposes using IMC theory to direct the electronic books production and market open-up, and raising the electronic books influence power and competitiveness on the market by realizing integrated utilizes of the publishing content resources and the prompt communication between the producers, operators and consumers. Its aim is to offer the new breach for the development of electronic books industry.From the point of publishers, This thesis adopts the way of pinpointing the problems, analyzing problems, and solving problems,proceeds with the concept and characteristic of the IMC, analyses the current situation and exist obstacles in the electronic books marketing. From several respects, such as quality, convenience, cost, Communication of the electronic books, etc., the article proposes some tactic suggestion for electronic books development, and sets up a IMC model of electronic books which is based on excavating the influence environmental factor of electronic books marketing.The article divides into five parts altogether, including 38, 000 words of main body, 6pictures and 9 diagrams.