Research On Accurate Marketing Of Mobile Publishing Based On3G Technology

In the age of diversified demand and small mass market, mobile book is becoming a new highlight and growth point in digital publishing industry,and attracting more attention and support of the audience. The traditional publishing institutions take "4P marketing theory" as the main means of mobile book marketing, but with the improvement of3G technology and terminal intelligence,the environment of mobile book marketing has changed greatly, and the traditional "4P marketing theory" has been unable to meet the individual needs of the audience. Precision marketing theory is based on the network environment, it mainly refers to a new marketing idea using the professional software to conduct a comprehensive record and analysis for the user behavior of audience,and determine their potential demand exactly, then procure their purchase behavior after a good interaction with them. The mobile phone is interactive, multimedia, and can be spread across time and space, with the support of3G technology, the networking function, interactive features and terminal performance function of mobile phone have been greatly improved, mobile phone just can be the best precision marketing tool of mobile book.In this paper, the precision marketing of mobile book is the main object of the study.On the base of the theoretical concepts such as feature of the mobile book precision marketing connotations and operating system, the main influencing factors of the mobile book precision marketing,such as the audience habits, book content and operation supervision,were listed by questionnaires.And the opportunities,such as the audience value promotion, media and communication effect enhancement,were put forward.Then from the perspective of market,audience and culture,this paper illustrated the evolution of the accurate marketing environment of mobile book,and analyzed the mobile book accurate marketing situation at the aspects of target audience, marketing strategies, communication systems, industrial chain.Finally, modern information technology is fully utilized, with the method such as statistical analysis,modal analysis and so on, and combined with practical, improvement of the database, innovation book content, marketing strengthen, improvement of laws and regulations have been proposed integrated organically each other, and the implementation point of mobile book precision marketing was presented; measurable evaluation system consistent with the actual results was established from the four angles of marketing effectiveness, marketing efficiency and audience relations, and it has strong practicality and applicability.