Research On The Marketing Strategy Of WeChat Of Press In China

As the mobile internet tools,WeChat public platform which is an important media application from WeChat,becomes a new marketing platform for various industries.In this environment,the importance of the development of new media marketing to the book marketing.highlights.Through the WeChat public platform,press can carry out users maintenance,promote the information of books and achieve the purpose of establishing brand image.With the features escalating,WeChat public platform shows new development features.Only take the initiative action to grasp the trend of WeChat public operation and seek innovation and change in marketing,can the press occupy a certain advantage under the situation.This article firstly combes the literature related to WeChat public platform marketing and publishing WeChat marketing systematically,and expounds the evolution process of the marketing mode of the publishing house,and defines the research object.Based on a number of marketing examples of the press and monitoring data which is up to eight months from third party,the second part presents the marketing status of WeChat public platform of press from the overall marketing situation,releasing regularity of the platform and type distribution,the characteristics of WeChat marketing of press.The third part specifically analyzes the problems of WeChat marketing of press based on the specific data,such as the lack of media integration,ignoring the life cycle of WeChat public platform and the relatively single mode of interaction.The forth part applies the view of classical theories of communication and marketing and puts forward to the corresponding implementation strategies.The press should construct the value network in this industry,and grasp the life cycle of WeChat public platform of press and develop the new media professionalism in order to enrich the research results of cultural product marketing in the context of changing media ecology,to some extent,which is beneficial to the development of publishing WeChat platform operating practice.The article hopes to have implications for the future to explore the combination of publishing companies and social media,and the development of business models in WeChat platform in the publishing industry.