Research On Marketing Strategy Of Mobile Reading APP From The Perspective Of The Community Economy

In the era of mobile internet,with the acceleration of people's life rhythm,f ragmented reading has become an important part of daily life,and mobile readin g APP industry also came into being.Compared with traditional reading,the medi a environment of mobile reading is very different.Interconnected media ecology a nd vertical group socialization not only provide mobile reading with richer readin g function and sharing experience,but also bring more ways to realize the value added of mobile reading APP.From the perspective of community economy,this paper uses the methods o f literature survey,case analysis and comparative study to analyze the main type s and characteristics of mobile reading APP in the current market,discusses the current marketing dilemma of mobile reading APP,such as fast-food content,ho mogenization of platform model,weakening of social attributes,and simplificatio n of profit model,studies the marketing strategy of mobile reading APP,and p uts forward some corresponding countermeasures.The author believes that the dev elopment of the community economy has greatly promoted the development of mobile reading APP.Starting from the relationship between reader users and readi ng APP,combining the social attributes of APP with users' reading needs,and co nstructing a community-based interactive marketing model for reading is an impo rtant development direction of mobile reading APP in the future.Mobile Reading APP needs to focus on the concept of service-oriented and user-oriented on the basis of content-oriented pursuit.Its business form needs to change from a simpl e content-oriented mode to a community-based mode based on "social + content" and emotional maintenance,so as to realize the real social economic value of m obile reading APP.The interactive marketing strategy of mobile reading APP need s to gradually realize the shift from reading resource type to social interaction ty pe,from reading channel type to social service type,from reading consumption t ype to social interaction type,and from reading sale type to comprehensive custo mization type.