A Study On The Marketing Strategy Of New Media Publishing

The rapid development of science and technology has brought huge impact to traditional industries,making the integration between the Internet and all social fields more closely.In a series of changes and transformation in traditional industries,the publishing industry,with its important position in the cultural industry,has realized the integrative development with the emerging Internet industry under the promotion of the "Internet+"strategy.As a product of the integration between the Internet technology and the traditional publishing industry,new media publishing has shown,in its marketing practices,its marketing strategies that are more advantages and potential than that of the traditional publishing,and the marketing practices of publishing companies using new media channels and new media social platforms have obtained the relatively remarkable achievements in the publishing market.In June 2016,Mint Reading,a reading product operated based on the WeChat platform,was launched.Once launched,the product became the focus of the Internet English reading market,defeated similar products,quickly occupied market share,and harvested a large number of paying users.In addition to the superiority of the product itself,the success of Mint Reading has a close relation with its successful new media publishing marketing strategies.Therefore,this paper selects Mint Reading as a typical case of new media publishing marketing.Through in-depth research and summary of Mint Reading brand marketing strategies,this paper draws experience and lessons that are conducive to the development of new media publishing companies,so as to enrich the research on marketing practices in the field of new media publishing,and provide reference for new media marketing practices of other publications in the"Internet+"era.This paper combines publishing theories and marketing theories to study the marketing strategy of the Mint Reading.The characteristics of the users of the Mint Reading are analyzed by using the questionnaire survey method;the macro environment of mint reading is analyzed by using the PEST analyzing method;strengths,weaknesses,opportunities and threats of the Mint Reading are analyzed by using the SWOT analyzing method;and the marketing strategies of the Mint Reading are analyzed by using the 4P and 4C theory.This paper is divided into six parts.The first part is the introduction,which summarizes the source of the selected subject,research significance,domestic and foreign research status,relevant theories and research ideas and methods.In the second part,users' basic information,usage preference,and product satisfaction are obtained through questionnaire survey,which lays a foundation for the following analysis of the current product situation of the Mint Reading and the study of the brand marketing strategy of the Mint Reading.The third part analyzes the current product situation of the Mint Reading.In this part,firstly,the product overview of the Mint Reading is discussed;secondly,the macro environment of mint reading is analyzed according to the PEST model;thirdly,strengths,weaknesses,opportunities and threats of the Mint Reading are analyzed according to SWOT model;and finally,this paper compares the Mint Reading with other similar products in the English mobile reading market to analyze the advantages and uniqueness of the Mint Reading.The fourth part is a key chapter of this paper,which makes a detailed analysis of the brand marketing strategy of the Mint Reading.Firstly,the brand positioning of the Mint Reading is determined based on the STP theory;and then,the brand marketing strategies of the Mint Reading are analyzed and summarized by using the 4P and 4C theory,which respectively is:a user demand-based product stratcgy;a price strategy with high user acceptance;a strategy of providing a convenient channel based on WeChat platform;an effective communication strategy;and a promotion strategy of enhancing user stickiness.The fifth part presents thoughts on new media publishing marketing based on the marketing cases of the Mint Reading.The last part is the conclusion.