Internet Marketing Problem Analysis And Strategy Research Of Publishing Enterprise

With the popularity of internet and development of internet technology, the reading habit for readers are also changing, the traditional publishing industry has faced with new opportunity and huge challenge. If the traditional publishing industry do not keep peace with development of times, it will be eliminated by the market. If enterprise engages on publishing industry wants to realize sustainable development, it must seek development space in the Internet, enterprises engaging in publishing industry all put their development focus on internet marketing, this is one new topic for enterprises engaging in traditional publishing industry in the past.Firstly, this paper expounded the concept of internet marketing, modern internet marketing theory, it also introduces characteristic and function of internet marketing, it lists the usual methods of internet marketing. Secondly, it introduces the concept of digital publishing, meanwhile, it analyzes domestic digital publishing environment from micro environment and industry environment as well as market competition of digital publication internet marketing. In the paper, we make analysis on state and problems exist in A digital publishing company, and then we adopt SWOT analysis method to analyze advantage and disadvantage, opportunity and challenge, get the internet marketing strategy suitable for A company. In the end of this paper, it puts forward measures and suggestion on internet marketing of digital publishing for A company from aspects such as product strategy, price strategy, brand strategy, channel strategy and version protection strategy according to state and exist problems of A company. It hopes that this paper can have beneficial reference effect on internet marketing of digital publication industry.