The Marketing Strategy Study On PLA's Literature

As a branch of Chinese Peoples' Liberation Army Publishing House for literary journals publishing,the periodical office of <PLA Literature and Art> is the only publisher for large military literature in China with an accumulative total sales of 150 million copies after more than 60 years of development,occupying an important position in literary publishing.In recent years,with the rapid development of Internet industry,the development of literary journals,represented by <PLA Literature and Art>,gradually gets into trouble.The traditional literary journals,restricted by the creation mode and the marketing strategy,can not adapt to the development demand of the cultural market increasingly.While the traditional literature market development is getting into stagnation,the structure and model of cultural industry are also changing greatly with its combination with Internet.Aiming at the growing culture consuming demand of Chinese people,the Internet will take advantage of cross-border marketing and drive the rapid integration of whole industrial chain in cultural market.Expansion of the market value in the whole chain will promote the mode transition of cultural creation.Literature marketing will also shift quickly from traditional production mode to IP mode.These changes mentioned above have brought new opportunities for development of literary market.Under the new situation of development,how to build new marketing framework orienting market and readers,and maximize the economic benefits of the press as well as guarantee social benefits,has become one of the key problems of the future development.This paper analyzed the existing marketing model of <PLA Literature and Art> and the market trend to make a solution to this problem.Analysis and studies of marketing cases were performed,and summaries of the existing mature marketing strategy were made to provide reference for <PLA Literature and Art>marketing decision.On this basis,this paper summarized the orientation of for products,channels and price which have a positive marketing effect on <PLA Literature and Art>.At the same time,this article collected user data through the Internet,weibo,wechat,and sina channels of <PLA Literature and Art>,explored user behavior using Bayesian analysis methods,and provided quantitative basis for the threshold set value of key nodes of marketing measures.Based on above,this article combined 4p theory,new media marketing with IP drive mode innovation,made specific proposals to improve the marketing strategy of <PLA Literature and Art>,and also provided a reference for similar publications' marketing development.