Analysis Of Service Marketing Of Publishing Industry Under The Background Of Network

In the 90’s of 20th century, the Internet began to spread across the world, the social from all walks of life are active or passive for a radical reform. With the increasing popularity of the Internet, the network also began to penetrate into the publishing field.In the context of the network, the publishing company how to weigh the good responsibility and profitability of the relationship?Needless to say, in the social benefits in the first place at the same time, should try to maximize the pursuit of economic efficiency. In the increasingly fierce competition in the network background, publishing companies should have a stronger marketing capabilities.this paper aims to provide reference for the service marketing of publishing enterprises through the analysis of the reader’s behavior and channel relationship in the network background.In the course of this study, mainly through the cross discipline research method, literature research method, comparative research method,questionnaire method, the scientific method, and combined with the author’s own three years marketing work experience and understanding, analysis publishing companies in the Cyber backgrounds how to use the service marketing strategy slightly.ln order to achieve a combination of discussion and case studies to improve the science and practice of this paper,this paper take Taiwan’s Eslite Bookstore for example, through the analysis of its humanistic care into the services, operations and complex aspects of the online bookstore, with specific examples Investigation of the importance of service marketing.Through investigation and research, this paper believes that, from the last century 90’s, service marketing began to become the business of heavy field play.Publishing industry as a representative of the era of knowledge economy, it will naturally homeopathy, all starting from the perspective of the reader,and take the road of service marketing.As a significant result of the era of knowledge economy, the Internet has a strong interaction with the need to pay attention to the implementation of the service.Thus, the publishing industry in the context of the network, will embark on the road of service marketing.In the field of publishing under the network background, the reader behavior has changed as follows:first, the reader consumer behavior change from passive acceptance to active participation;Second,reader’s role and demand showing a diversified development trend; Third,readers pay more attention to the shopping experience; Fourth, readers need more fresh and unexpected surprises than ever.ln response to these changes, the use of service marketing strategy will have the following meanings:first, the service allows publishing enterprise customers gain greater delivered value;Second, the service can make the network publishing enterprises to expand brand awareness and improve customer loyalty; third, the service is publishing enterprises to realize the poor dissimilation product line for the key; fourth, the service can cover up publishing enterprise marketing of the utilitarian, eliminate the readers of psychological conflict.According to the conclusion of this paper, the author believes that the publishing enterprises in the network background practice service marketing strategy, which can be generally thought from the following directions:first, in the editorial links, pay attention to the establishment of the reader database, to protect the direction of publishing products. At the same time, in order to satisfy the reader’s desire to become the master, as far as possible to allow readers to participate in a variety of ways to participate in publishing activities;Secondly, in the printing areas, in order to meet the policy reader pursuit of individual psychology, the implementation of demand publishing; third, at the part of the issue, we should pay attention to the use of Mackay 66 form channels with the knowledge to establish a close strategic partnership, to stand in service readers point of view to develop a variety of pricing strategies, and the use of up-selling and cross-selling, etc., to meet the needs of readers by simplifying the payment process for readers to save time;Finally, in the aftermarket segment, emphasis on feedback collected information and training services to provide readers with relevant audio-visual equipment. At the same time, the concept of change through innovation and technology, in order to return the reader to provide excellent service, to win the trust of readers readers by eliminating worries.