Research On China’s Social Publications Marketing

Since the reform and opening policy in 1970s, as the public living standards and the pursuit of spiritual is improving, to a certain extent, inspiring the development of the publishing industry prosperously, promoting the development of the publishing industry healthily.However,the publishing industry’s restructuring,the accompanying increasingly fierce market competition, along with people’s life rhythm speeding up and television, network and other leisure entertainment’s widespread usage together make people have fewer reading time, people’s focal attention and reading habit start to transfer from books to those emerging media, such as multimedia publication and online publication. To consider the industry’s survival and development, the broad masses of workers and the community have to face this fierce problem. For the press, book dealers, etc, the traditional printed publications’sales approach already cannot satisfy the increasing market competition pressure. Using new technology integrated with marketing resources, to build a new marketing platform, to explore the marketing pattern of publishing enterprises become an important realistic subject. In recent years, as the number of Internet users and the related researches are blooming, such as Weibo, WeChat.their characteristics such as be simple to master, to open make them become new popular marketing network. As a result, the study on the publishing marketing new platform, summarizing the application of online publication, new media marketing and so on, in order to offer a new method to improve the marketing operation, to even fill the blank of the publication’s new platform construction field. The author of this essay is a social sciences publication editor and is really good at making connection with practice focuses on social sciences books of the new network marketing platform, which is the research background and purpose of the author. This paper uses literature research methods,causal analysis method, comparative method and connect theories with practical results to finally sort and analyze sujects toward recent years social sciences marketing literature collection, thorough understanding and grasping based on this, gradually establishing the author’s research content and research direction, and some valuable research opinions quoted in this research providing a solid evidence for this study. With case analysis, through the online bookstore models such as Weibo, WeChat etc.,yet those new marketing platforms have worked as the brilliant examples of the typical marketing cases to interpret and explain the trending situation, and together going with even the comparative study to finally find out the marketing problems and related insufficiency. Based on this, advancing the corresponding countermeasures, in order to improve the level of publications marketing skills, to help publishing enterprises to build a new platform to provide practical marketing reference, which are aiming for the theoretical research in this field.Firstly, this paper briefly introduces the research background and goals. Significances,methods and is related with research literatures to raise up the implications on the basis of the social sciences publication marketing new platforms’ construction and the applied research. Secondly, to summarize our country current social sciences publication marketing environment and the crisis underneath.Thirdly,to analyze the unadvantages of the traditional ways and the online ways.Fourthly, to introduce the on line marketing’s foundational base, features and advantages. The last, to analyze the social sciences publication online bookstores such as Weibo and WeChat including their channels and means, under the help of lifeful examples, with them to explain the building process of the new network marketing platform. In summary, this essay pays attention on analyzing the social sciences library in the on line market area and its existing problems, and further discussing the countermeasures, then puts forward the necessity and feasibility of the new platform construction based on two aspects of conceptual and practical ideas. This essay’s analysis results about online bookstore marketing and related models like Weibo and We Chat’s operating modes, characters and marketing methods are mostly the author’s studying and analyzing results while discussion on researching paths belong to the author’s own creative thinking and outlook.