Research On The Marketing Strategy Of A Publishing House Under The Background Of Mobile Internet

After more than 30 years of economic development,all walks of life have developed rapidly,and traditional industries have begun to deepen reform under the background of the new normal economy.The development of economy promotes the improvement of people's living standards and the spiritual and cultural needs,which puts forward new requirements for the traditional publishing industry,which mainly focuses on content products.Under the background of the rapid development of various emerging technologies,the publishing industry,as an important carrier of socialist values,is facing a very serious situation and challenges.With the development of market economy,the publishing industry has changed from seller's market to buyer's market dominated by customers.Traditional publishing houses have begun to change their systems.In the process of gradually integrating into the market competition,they are faced with and constrained by many problems.Therefore,in the context of the Internet,we must adopt new strategies to enhance the comprehensive strength of publishing enterprises and enhance their market competitiveness.As a publishing enterprise mainly focusing on teaching and supplementary journals,A publishing enterprise pays more attention to the professionalism and academics of its content,so the market environment of such enterprises is more complex.At present,with the in-depth development of Internet technology,new media such as Internet and mobile phone have a serious impact on the traditional publishing industry and enterprises.Substitution of content is particularly prominent,leading to numerous competition phenomena caused by user diversion in traditional publishing industry and enterprises.Therefore,publishing enterprises should take the initiative to combine traditional media with new media by using high-tech and Internet technology.Only in this way can we fundamentally solve the problems and strategies faced by A publishing enterprises.This paper is structurally divided into seven parts.The first part is the introduction.The second part is a review of relevant theories.It mainly includes two parts: marketing theory and network marketing theory.The third part is the analysis of the development and marketing of A publishing enterprise under the background of Internet.On the basis of the development of A publishing enterprises,the marketing theories and methods of PEST,SWOT,STP and 4P are adopted to carry out in-depth analysis and Analysis on the marketing problems of A publishing enterprises under the mobile Internet.Thefourth part is the investigation and conclusion.This paper demonstrates the impact of mobile internet marketing products and services through the form of questionnaires.The fifth part is the formulation and Countermeasures of marketing strategy of A publishing enterprise.Based on the analysis of the current business situation,marketing problems and internal and external market environment of the publishing enterprise A,the improvement strategies of marketing management of publishing enterprise A are put forward.The sixth part is the guarantee of marketing strategy implementation of A publishing enterprise,which provides guarantee measures and constructs support system for A publishing enterprise's marketing.The seventh part is conclusion and prospect.