Research On Digital Integrated Marketing Of Publishing House In Electronic Business Platform

In recent years,with the Internet and the rapid development of domestic e-commerce,it can be seen that the online bookstore has become more and more readers' choice to buy books,according to the OpenBook date,the total price of online bookstore in 2016 reached 22.972 billion yuan,keeping the growth of around 30%,The total price of online bookstore sales also exceeded the total price of the entity bookstore.In this statistics,It can be seen that the main driving force for growth in 2016 is from the third party platform,the growth of third party book business in Some major e-commerce platforms almost reaches 60%,The total price of all third party platforms is almost equivalent to the traditional direct online bookstore scale.Obviously,the third party platforms in recent years have high speed development.Different from the traditional online bookstore,more traditional publishing institutions are involved in the third party platform,it's an attempt to combine traditional publishing institutions with the "Internet+".The participation of publishers in online sales means that the marketing of publications may be changed.With the publishing industry has gradually entered the new era of product operation,brand operation,user operation simultaneously,this attempt is obviously very necessary.However,in reality,although the third party platform provides a good marketing resources and platform for the publishing house,the marketing of the press still faces many problems,such as lack of innovation.Especially with the emergence of the concept of integrated marketing,publishing online marketing has not kept up with the current rapid development of integrated marketing situation.The reason must be multifaceted,analysising and solving this problem is helpful to help publishers in the future marketing work in the effective use of marketing tools to improve the efficiency of marketing,to achieve sustained growth.Therefore,with the above problems,combined with my own knowledge and experience in the Commercial Press Book Marketing Center,under the guidance of the teacher,this article choose the the electricity supplier marketing of publishing house as my research object.Combined with the current publishing house in the third party electronic business platform marketing status and the development of integrated marketing model,this article integrate the new marketing model used in the publishing house of the electricity supplier marketing,and hoping to be able to make publishing institutions can adapt to the new situation of the Internet Era.Making full use of the third party electricity supplier marketing resources,enrich the book marketing means,improve their benefits,so this article has important theoretical and practical significance.This article uses the method of literature analysis,comparative study,SWOT model analysis and questionnaire survey.The main structure is divided into four parts,The first part introduces the background,significance of the topic,the definition of the main concepts and research status of the integrated marketing of the third party electronic business platform;The second part introduces the current situation of the press and the electricity supplier platform and the status quo of integrated marketing,including the main mode of the current electricity supplier marketing,the development of domestic electricity supplier,the application of integrated marketing model in third party electronic business platform,and the cooperation between the publishing house and the third party electronic business platform.The third part uses the SWOT analysis model to analyze the advantages,disadvantages,opportunities and challenges of the current publishing company to carry out the integrated marketing in the third party electronic business platform;On the basis of fully understanding the current situation and feasibility,this acticle put forward specific methods and suggestions for publishing house in the fourth part.Hoping that through these more rich and innovative ways to help publishing enterprises to carry out integrated marketing.Through the analysis of the above four parts,a conclusion can be drawn:In recent years,the cooperation between the publishing house and the third party electronic business platform is expanding and strengthening,with the current domestic electronic business platform digital integrated marketing model continuing to mature,in the specific work of the electricity supplier marketing,publishing houses lack of full use of this new marketing model.Therefore,publishers should enhance the publishing company in third aspects of the integrated marketing level of electronic business platform,including the training of marketing personnel,the use of integrated marketing services,and the operation of electronic business platform.