The Research On Product Marketing Of Basic Education Digital Publishing In China

The basic education is an essential section in the education market.In the digital age,the traditional model of education publishing has been nearly subverted.With the depth of integration of education, publishing industry and information technology,the Online education model, e-packet mode for typical digital educational publishing has become the mainstream of development.Digital education market players are looking for their favorable position, chasing the distribution of benefits in the industry chain.In the fierce market competition, product marketing has become the key to victory.Traditional educational publishers,Internet companies, as well as educational training institutions have become the main figures in the digital publishing market of basic education.The digital publishing products can be divided into three types:products based on tools,platforms and content.Digitalization of product content,mobilization of product form and personalized services are their main characteristics.In the era of knowledge economy,marketing background is undergoing constant progress update.4V superiority theory has a strong significance for digital publishing product marketing. Experiential marketing, excitement marketing, database marketing, online marketing and cultural marketing are the applicable marketing model.There is a large number of digital publishing products oriented to elementary education,with types covering all disciplines, functional area setting maturing, service innovation enhanced and products are lied more emphasis on user-friendly experience.However, the fuzzy market position, the weak overall concept, the neglect of education and lack of talent caused the actual product homogeneity serious competition,operational bottlenecks, weak services capacity and low satisfaction.China's digital publishing product marketing for basic education should be optimized on the following aspects:producing digital publishing product of differentiation, differentiating market segments, creating differentiated corporation images; exerting the core function of digital publishing products,expanding its extensive capabilities and enhance its additional features; from technology, marketing, cultural point of view to enhance digital publishing products added value;pursuiting efficiency resonance,value resonance and emotional resonance of digital publishing products.