Study On The Marketing Strategy Innovation Of Publishing Enterprise Under Digital Environment

Along with the arrival of all media era, the global publishing industry is entering into the digital era, diversification, three-dimensional, digitalization and combination become the keywords of modern publishing. Digital environment puts forward the publishing enterprises’ leap development, publication forms are no longer confined to the paper media, pricing model is no longer limited to cost pricing, place is no longer confined to the entity bookstore, and sales promotion is no longer limited to the traditional media. Market-oriented era has been replaced by consumer sovereignty era which is oriented by customers’ needs. In such a consumer-led marketing environment, the traditional marketing methods which rely on the publications’ differences to get consumers’ acknowledgement and purchasing behavior are no longer valid. Publishing enterprises have to innovate marketing strategy at appropriate time so that their products could be chosen by the consumers.This paper is based on the marketing mix theory, and uses the literature analysis methods combined with comparative analysis and case analysis to highlight the perspective of integration interaction and innovation. Based on in-depth system analysis of publishing enterprises’ product mix strategy, pricing model, place, promotion strategy, puts forward three kinds of product mix adjustment strategy, namely the product line width extension, product line depth development, and product line contraction; reconstructs the publications’ pricing model, puts forward bonds pricing model which is based on consumption costs, and difference pricing model which is based on consumers’ need; redesigns the width and length of publishing enterprise places, and puts forward the countermeasures of maintaining places; puts forward promotion strategy which is based on the life cycle of publications, as theory references when publishing enterprises carry out marketing activities.