Research On Marketing Strategy Of Digtal Publishing Products Based On HG Company

With the rapid development of Internet’s technology, the requirement for digital publishing products of readers and organizational users has a great variation. Under such a background, inbound and outbound enterprises change their ordinary publishing product by improving the additional value of the contents and providing various options as well as personal information service. That pushes the digital publishing industry to be more deep and profound.The digital publishing products have the double characters of material and mental products which require ratio of input/output as well as the cost accounting. Besides that, it emphasize on some business factor such as products’packing. To achieve the final pursuit of profit, the marketing of digital publishing products has been more and more important. Although the application of digital recourse has been widely accepted, the development of ration of database buying grows slowly. In light of its characters, basing on specialized market, finding the deep needs of customers and building the creative service plat has been the new strategy for database publishers.With market specifying theory and the typical 4C theory, The thesis takes the digital publishing products of HG Company as an example to study its experience on changing product’s marketing strategy-creative development service platform. The thesis explains objectively the current situation of inbound digital publishing market based on HG Company’s selling case, which also uses 4C theory to make the marketing advice by specifying the position and target.