Study On New Media Marketing Of Migu Reading

With the rapid development of the application of internet technology in various fields,new media technology,which emerges from communication technology and internet technology,changes people's life styles and reading habits profoundly.The powerful social features make Weibo,WeChat,Toutiao and other new media platforms become a powerful tool which could be used for self-propaganda of individuals and businesses.According to the data from<Chinese social media advertising and marketing quarterly monitoring-report in Q4 of 2015>released by Enfodesk,the market scale of Chinese social media advertising and marketing had reached to 5.48 billion yuan in Q4 of 2015,up 15.1%quarter on quarter and up 101.5%year on year.As an emerging industry which emerged from the integration of multi-fields,like book industry,mobile internet and media,mobile reading industry is lacking diversified market competition increasingly.Social communication and user feedback are more needed in marketing campaigns to promote user loyalty.In this situation,the traditional marketing model of book selling could not meet the requirements of today.It is imperative to reform the marketing model of mobile reading.Migu Reading,as a main platform of China Mobile's industrial distribution of mobile internet and new media,must take a marketing mode merged with all-media thought to meet the market needs.This paper mainly focuses on the practical applications of new media marketing strategy of Migu Reading,as the study object of this paper,using the methods of case study,interdisciplinary cross-analysis and combining theory and practice,analyze the propagation mode and the status quo of new media marketing communication in mobile reading industry.New media has advantages of interactivity,individuality,immediacy and blending that traditional media could not compare to,which could be significant in interactive and oriented campaigns of mobile reading products.Migu Reading of China Mobile,with its own advantages of content resource,marketing channels and policy support,facing increasing pressure under the strike of mobile internet wave,needs the new media method to improve market competitiveness.Specific strategies and marketing modes are put forward in this paper for Migu Reading's new media marketing,under the directions of Integrated Marketing Communication theory and Viral Marketing Communication theory,including the new media forms which take mobile internet devices as a terminal,like portal websites,Weibo,Wechat and MMS(multimedia message).The main purpose of this paper is to study how to use new media tools to solve the problem of the marketing absence of Migu Reading,as a reference to domestic mobile reading marketing promotion,such as narrowness of marketing views,contents positioning deviation,low activity of loyal fans and absence of integrated marketing strategy.Mobile reading enterprises must expand the way of all-media to use integrated media method,take the advantage of resource reserve to provide high quality original contents,dig deep into target user's needs to improve stickiness and retention rate of users,and use integrated channel marketing techniques to get the maximum benefit at the lowest marketing cost and to improve conversion rate of books.This paper would make clear the effective use of new media marketing strategies and methods in practice and the study could be important to the healthy development of mobile reading industry.