Marketing Strategy Of JX Publishing Enterprises Under The Background Of Mobile Internet

Today,the mobile internet has entered a period of rapid development and led to changes publishing industry.The development of small and medium-sized publishing enterprises faces opportunities and challenges under mobile internet,but also face many new problems and challenges.How to adapt the new information environment is a problem to be solved imperatively.This paper takes JX publishing enterprises as one typical case base on mobile internet,analyse strengths,weaknesses,opportunities and challenges through SWOT method and also analyse marketing status and problems.Discuss the how mobile internet influence consumers' purchase motivation,psychological expectation and consumer's feeling.This paper analyse how mobile internet products,mobile internet services,mobile internet content and the dissemination of information and update speed effect consumer's behavior decision-making behavior use consumer behavior decision theory.At last,this paper combined with the characteristics of mobile internet marketing and actual development of publishing enterprises,puts forward the marketing strategy of JX Publishing EnterprisesThrough this research,we can expand the marketing further,the result of this paper can enhance the level of JX publishing enterprise marketing;And also have a certain reference for small and medium-sized publishing enterprises under mobile internet,government can establish related policies for the development of small and medium-sized publishing enterprises under mobile internet for reference.