Research On The Marketing Strategy Of E-books In Company A

With the rapid development of IT and Internet technology over past decade,the development of information technology and mobile Internet put forward a challenge to conventional publishing,and digital publishing gradually becomes the competitive development trend.However,with the change of technology and users,digital publishing is influenced by the change of business marketing environment.A company as a digital publishing technology provider has experienced the development of the e-book.A company whose target customer groups are university library,public library,scientific research institutes and whose main business model is B2 B provides e-book reading service for readers through the agency users.Because of the change of the digital publishing industry environment,the innovation of technology and the change of user requirements,which result in e-book sales of A company declining,the traditional marketing strategy development encounter bottlenecks and challenges.Based on the combination of the theory of domestic and foreign relevant marketing strategy and the concrete practice of the development of digital publishing industry,this paper analyses the marketing strategy of the e-book of A company and the existing problems through the user survey questionnaire,related practitioners interview,and the comparison of market competition.Meanwhile this paper puts forward the improved scheme of the e-book in the field of product strategy,channel strategy,price strategy,promotion strategy in order to solve the difficulties which A company e-book is facing and provide the reference and lessons for other companies in the field of digital publishing industry.This paper is divided into five chapters.The first chapter sketches out the selected topic significance,the research background,research method and content framework.The second chapter reviews the related theory of marketing strategy and the development trend of digital publishing practice.The third chapter analyzes the current main marketing strategy of A company's e-book.The fourth chapter analyzes the problems of the marketing strategy of A company's e-book through the survey questionnaire and interview.The fifth chapter puts forward the corresponding improvement plan and the safeguard measure of the implementation aiming at A company's e-book existence questions of current marketing strategy.Finally this paper puts forward the conclusion that using the methods of improving traditional product shape,the construction of new channel sales,differential pricing and changing patterns of charges and measures meet user demand and improving customer satisfaction through strengthening the construction of ebook content resources,using knowledge service technology.