Analysis Of Kindle E-book Users And Operation Strategy In China

Kindle since the birth will always occupy an e-reader sales area the biggest market share, but experience up to 300 percent of the high-speed growth, in recent years the Kindle's overall sales fell sharply and tends to be stable.Kindle in China has taken a series of measures to promote, so that more and more people understand the Kindle, with Kindle, also defeated a large number of competitors. But in this paper, through the collection of more than 300 questionnaires were analyzed, and found that the existing Kindle operating strategy and the current situation of China's consumer consumption there is a certain contradiction. Kindle as Amazon launched parity reader in the terminal sales simply can not be profitable, but Amazon's marketing strategy in China is still based on the promotion of the terminal. In the first few years, due to the gaps in the market, Kindle's strategy has been successful, quickly occupied the terminal sales market, but this growth has been sluggish, but did not give their platform to bring a lot of traffic.In this paper, through the analysis of the results of the questionnaire and found that many have a Kindle users lack good payment habits, Amazon and the hope connection through the terminal and user, to the Kindle Store drainage runs counter to the original intention. The development of Kindle has entered a bottleneck period.The following part carries on the elaboration, first analysis the Kindle's market environment, China e-book classified into three categories, respectively is terminal leading e-book publishing mode, the dominant platform e-book publishing mode and pure platform e-book publishing model. In this part, the author will analyze terminal leading e-books published the cause of failure mode, and with reference to pure platform e-book publishing model development experience to analyze the Kindle in China is facing opportunities and challenges.In the second part, through the analysis of the questionnaire, the author found that the operation strategy of the main push terminal used in Kindle can not well reflect the advantages of the platform, while the user has a lack of good paying habits. These make the Kindle's operating strategy deviation. Kindle terminal can expand the market share, but it can not create a profit, for the results of the questionnaire, to cultivate the habit of paying, increase the platform is the focus of the next step Kindle operations.The third part is to draw lessons from the terminal LED digital publishing model, and try to put forward some suggestions on the basis of the results of the questionnaire.