Research On The Scene Marketing Of China's Book Publishing Industry

With the continuous development of the mobile communication network environment and intelligent terminals,various applications of the mobile Internet have penetrated deeply into the various needs of users.In this "hand-held revolution" era,product services,sales channels,purchase methods,and industry forms are all Through tremendous changes,scene marketing came into being.For the entire media industry,especially the book publishing industry,marketing about the scene has received attention.Scene marketing not only refreshes the user's lifestyle,but also quietly changes the marketing format of the book publishing industry.From the perspective of application paradigm,this paper analyzes the core elements of scenario marketing,basic technical support,promotion technical support and mechanism of action,and analyzes the characteristics of book publishing industry scene marketing under the background of mobile internet;The online scene marketing classification of the two scenes is sorted out to clarify the development status of the current scene publishing of the book publishing owners in China.After that,by comparing the shortcomings of the traditional book publishing marketing strategy,it points out the outstanding advantages of the online publishing and offline marketing of the book publishing industry.Then,it summarizes the problems of data mining and application in the actual development of the book publishing industry scene marketing,and points out the current marketing mechanism,technical capabilities and marketing platform challenges,and proposes corresponding optimization strategies: Content producers to social new technology promoters,user life service providers,role transformation;LBS + O2 O + SNS innovation model for marketing model optimization;application of big data technology,two-dimensional code technology,VR/AR technology,AI technology,etc.Helping the new realization of the scene marketing of the book publishing industry.In addition,in the aspects of talent team,strategy and platform improvement,the idea of optimizing the marketing of book publishing industry scene is also put forward.Finally,in the conclusion,it points out the possibility of the future development of the scene marketing of the book publishing industry,and briefly expresses the prospects and warnings for the future.