Digital Publishing Platform Marketing Strategy Research In China

With the upcoming new Internet era and the enhancement of people's living quality,digital reading has become a widely spread way of absorbing knowledge.Moreover,with digital reading technology becoming fully-fledged,digital publication has been accepted and approved by more and more users,connected,intelligent and paperless publications has become one of the most important profitable product among most of the entities,which is the background for the birth of Digital Reading Platform.Currently in the market,there are huge amount of different kinds of digital reading platforms,underneath of whom,however,are almost the same,resulting in the key factor for possessing more market share lies on the marketing sector.Investigating the marketing strategy is conducive to generate efficient marketing mode thus help the digital reading platform to achieve profit-maximizing.Due to the tremendous different kinds of marketing strategies in the market currently,we are going to focus on one of the platform who is dedicated to deep reading and self-specialized-Douban Reading.First,the macro-scoped development environment in the state is introduced and then analyzed under five main perspectives:political,social,economic,technical and cultural domains.Coming to the conclusion that digital pulication is now under the situation where it is very suitable for development.Specifically,digital reading is now supported by national policy,pushed by digitalized lifestyle,protected by government subsidy,pulled by technically development and accelerated by the revive of public reading tendency.Second,this thesis introduced the general development situation of Douban Reading,concluded that Douban Reading is based on the original service on the website Douban.com,the most special characteristic is Douban Reading can provide self-published service,high quality content and excellent user experience(UE).Third,the marketing strategy of Douban Reading is investigated in depth,which includes interactive marketing,activity marketing,individual marketing,experience marketing,author self-marketing,social media marketing and low-cost marketing,and 4R marketing theory is applied to analyze the rationality of its marketing strategy.Then the difference of marketing strategy between Amazon and Douban is compared,concluded that the advantage of Douban Reading lies on interactive marketing and individual marketing.Meanwhile,it is further concluded that internet integrated marketing will be the new orientation for the marketing strategy of digital publication platform.Finally,the existing problem and potential solutions for Douban Reading marketing strategy is pointed out.Douban Reading still needs to make full use of its own resources to integrate distribution channel,reinforce its advantages and compensate for its disadvantages,thus making the marketing wider and deeper...