Research On The Development Countermeasures Of W Publishing Group In The New Media Era

The advent of the Internet era has seriously impacted the traditional economy of all walks of life,the book publishing industry failed to escape.The foundation of the development of new media technology and digital technology,fundamentally shaken the book publishing industry,publishing industry audience,mode of transmission and publishing technology such as baking happened great changes.A decline in print and online,mobile media reading of the rising,the formation of the control,which shows that the audience's reading needs has not been reduced,but the way to read the media and the choice has changed.In this regard,W publishing group how to actively respond to the challenges of the new media era,seize the current digital,network development opportunities,in the era of change in an invincible position,is the main issue to be discussed in this paper.Based on current situation analysis in the book publishing industry on the W Publishing Group's marketing environment was analyzed by SWOT,how to deal with the new media era of opportunities and challenges,and puts forward some suggestions and Countermeasures: first,through case analysis,including the reference of American book publishing industry in a declining talent shows itself in the integrated marketing strategy,marketing and integration of library book market and product content publishing integrated marketing industry and large media group;second,brand strategy and internationalization strategy of the book publishing industry;third,study on the marketing strategy in the publishing industry,which includes three aspects strategy of the use of new media content as the core,to promote the new media marketing strategy and target for the audience to the new media service strategy.