The Online Relationship Marketing Of Publishing In Web2.0Era

In a period of time, the publishing industries have encountered lots of difficulties, so it is necessary for them to change the traditional marketing methods. Although the publishing industries have begun to get involved in network marketing, it is still inadequate in the attempts.Therefore, this article is based on the discovery of the publishing’s problems, and describes the "readers-centered" relationship marketing approach on the web. In the course of the network’s development, the "relationship" is being valued increasingly, especially at present, the social networking sites are thriving. This phenomenon reflects the importance of the relationship.In order to establish long-term partnerships with readers, Publishers should conduct the relationship marketing. And Douban, as one of the interest-based social networking sites, has strong user stickiness. Survey findings from109users in Douban reveal that it forms an interests-integrated, interactive, trusting and active communication system. In addition, it gathers some elements of the publishing industry chain, and attracts high-quality readers. These advantages are good for publishers to put relationship marketing into practice.This paper also studies the exploration of the publishing’s relationship marketing in Douban, and mainly analyzes the relationship marketing situation of the Guangxi Normal University Press and the Beijing X-iron Book Co., and the paper presents some RM strategies. First, the publishers should pay more attention to the relationships between readers and themselves, and create more construction forms of the relationships. Second, the publishers’relationships with the readers need the integration of online and offline. What’s more, the wireless community should be developed early to promote mutually beneficial relationships.