Research On Marketing Strategy Of Publishing Enterprises Under Big Data Environment

The big data has brought far-reaching impact and impact on the publishing industry,and also provided a good opportunity for the publishing enterprises to transform.Many publishing companies have been exploring the application of big data to marketing,and have achieved some success.Publishing companies have successfully applied big data in four marketing links,including product,price,place and promotion.However,the application of large data in the marketing of publishing enterprises is very scattered,and it lacks systematic analysis and summary.Based on big data theory and marketing theory and big data application practice of publishing enterprises,and corresponded to the traditional "4Ps marketing theory",this paper puts forward "the whole marketing system of publishing enterprise under big data environment"(4Fs marketing theory),It is believed that the marketing of publishing enterprises in big data environment should be transformed into full marketing,including four key links,namely,big data finding,big data forecasting,big data fixing a price,and big data facilitating.In "the whole marketing system of publishing enterprise under big data environment"(4Fs marketing theory),big data finding helps to discover customers and make user portrait,big data forecasting helps to grasp the real needs of customers,big data fixing a price helps publishing companies to analyze the psychological cost of customers,and big data facilitating helps customers to make decisions.Feedback from customers' buying behavior will help to find and describe customers more accurately by "big data finding".Generally speaking,"big data finding" aims to solve the problem of "where is the customer","big data forecasting" aims to solve "what customer needs,"big data fixing a price" aims to solve "how much is the customer willing to spend"," big data facilitating" aims to solve "How to get customers to buy".This paper also puts forward marketing strategies for publishing companies in big data environment,including collecting user data with multiple ways,making marketing decisions based on data analysis,developing new network marketing with new media,coordinating all kinds of resources and developing full marketing.The innovation of this paper is to summarize the publishing enterprises in product,price,place and promotion of big data application of the four aspects of marketing,creatively put forward "the whole marketing system of publishing enterprise under big data environment"(4Fs marketing theory),This is the promotion of marketing theory and practice,in the new information technology and environment.