Network Marketing Research Of Digital Publications

As an emerging field of the publishing industry in recent years, digital publishing is anew publishing method derived from the rapid development of informatization. With theextensive use of the Internet, digital publications are being accepted by more and morecommunities for their convenience and universality. Because of the digital publications, evena new reading habit is formed gradually, which tends to replace the traditional publications.Under this circumstance, the development of digital publications deserves much emphasisand even triggered an epoch-making digital revolution in the publishing industry. In the21stcentury, the only way for publishing enterprises to achieve new development is to attachimportance to the development of digital publishing.Internet is indispensable for both digital publishing and marketing of its publications.The paper focuses on study of E-marketing strategies for digital publications, explores waysboth domestic and foreign publishing enterprises used for E-marketing of such publicationsthat are worth using for reference, and the scope and type of those E-marketing strategies. Italso conducts SWOT analysis on market conditions of digital publishing by combining withpublishing marketing achievements and experience of Hebei Guanlin Digital Publishing Co.,Ltd. It includes market segmentation and positioning, and addresses innovative design ofsuch marketing strategies as product strategy, price strategy, channel strategy, brand strategyand copyright protection strategy, thus to conclude the most suitable E-marketingdevelopment direction for enterprises.In the conclusion of this paper, it is recommended to adopt such product strategy thatdigital educational products are combined with ebooks, animation games and other products,apply high-quality, large-scale brand management, set moderate prices, scientifically managethe marketing channels, and enhance the awareness of digital copyright protection, thus totailor E-marketing scheme of digital publication for enterprises, and provide good designschemes and implementation suggestions for a large number of traditional publishingenterprises to complete transformation to developing digital publishing industry.