Research On Digital Publishing Enterprise Network Marketing In China

The rise of digital publishing is the result of the rapid development of modern Internet and the integration of Chinese and foreign cultures.The research on the network marketing of digital publishing enterprises can provide some references of data direction for enterprises,and help them to make decisions and analyze the pricing strategy of product production and the formulation of marketing channels,At the same time,it is also helpful for China's digital publishing industry to become increasingly mature and normal,and provides reference for the development of digital publishing industry.This paper applies the theories of management,economics,marketing,reader psychology,consumer behavior and Internet marketing to study the Internet marketing of digital publishing enterprises.After expounding the research related to digital publishing network marketing in recent years,this paper mainly studies the digital publishing enterprises which take digital content operation as the leading role.The first part mainly analyzes the environmental situation of digital publishing enterprises in China,including the external environment and industrial environment of digital publishing enterprises in online marketing,as well as the existing opportunities and threats in the current environment.The second part mainly focuses on the analysis and discussion of user relations in 4R theory,including user characteristics,user behavior,user psychology and user purchasing motivation.The third part mainly analyzes the products and pricing of digital publishing enterprises in China,and mainly discusses how to control the content quality in the process of product design.How to use resources efficiently in the process of product layout;In the pricing process,how to choose the right combination of pricing.The fourth part analyzes the channels and promotions of digital publishing enterprises in China,and then summarizes the key points and orientation of channel construction in the process of online marketing,as well as the integration scheme of promotion methods.At the same time,in the process of analyzing and discussing enterprise products,pricing,channels and promotion,and referring to the development experience of network marketing at home and abroad,this paper puts forward some constructive Suggestions for modification.Finally,digital publishing industry,network marketing more successful companies-reading group as an example,analyzes its network marketing strategy formulation,will be the first few part discusses the application of conclusion to specific instances,for our digital publishing enterprises network marketing strategic objectives,build enterprise core competitive ability,creative marketing positioning strategies for reference.For Chinese digital publishing enterprises,they should first have user thinking and be able to refine user groups and analyze user behavior characteristics by using big data technology.Secondly,it should have a comprehensive product layout,a detailed charging model and a precise positioning of the target market.Thirdly,the enterprise should build its own brand,take the brand product as the core and create the digital publishing product matrix.Finally,through efficient marketing channels and personalized promotional strategies,the company's living soil is constantly expanded,and then the company's popularity and market benefits are enhanced,enabling the company to achieve long-term development in the environment of digital publishing integration.