Research On The Online To Offline Scene Marketing Model Of Traditional Publishing

Big Data,Cloud Computing,Artificial Intelligence,Mobile Internet and Internet of Things have been developing rapidly and exerting an influence on the management mode of traditional publishing industry,characterized by the tremendous reform of marketing pattern.With the arrival of economic era focusing on content realization and knowledge sharing,the methods of traditional publishing industry marketing cannot gear to modern productivity and the changeable consumption patterns.Based on the interaction between mobile and internet technology as well as the intellectualization of sensors,traditional publishing industries are able to spot and explore different users' specific demand under varied users' behavior,which further promotes the evolution of traditional publish marketing pattern from single offline publish scene marketing to various online scene marketing and to offline-online interaction of O2 O scene marketing.Based on the environment of marketing and current development of traditional publishing industry,this study reviews the concepts and types of scene marketing,highlighting some of its shortcomings.By describing the establishment of traditional publishing O2 O scene marketing,this study also analyses the realization of O2 O scene marketing.Through the summarization of advantages of traditional publishing O2 O scene marketing,this study further predicts its future tendency.The content of the current study is as following:The first part goes into the review of traditional publishing industry scene marketing,including the delimitation of traditional publishing,marketing pattern,O2 O marketing pattern and O2 O scene marketing.Through the analysis of four types of current traditional publishing scene marketing which includes content scene marketing,reader scene marketing,author scene marketing and editor scene marketing,this study addresses the weakness of unicity,unipolarity,hysteresis and uncertainty in the traditional publishing scene marketing,gaining an insight into the establishment of traditional publishing O2 O scene marketing described in the next part of the study.The second part is the establishment of traditional publishing O2 O scene marketing.In this part,this study depicts the background of traditional publishing O2 O scene marketing,including the necessity and possibility in establishing O2 O scene marketing.The present study also puts forward the core part to realize traditional publishing scene marketing,which is the offline-online interaction,including the three aspects of the guidance of online users in the offline paper publications,obtaining and analyzing users' data and establishing a connection with the users.This study then summarizes the steps of building traditional publishing O2 O scene marketing,involving preparation stage,implementation stage and optimization stage of the modes' establishment of traditional publishing O2 O scene marketing.The third part examines the realization of traditional publishing O2 O scene marketing.Combining the current status of traditional publishing O2 O scene marketing in China,this study explores three modes of traditional publishing O2 O scene marketing known as “scene marketing pattern based on the digital derivations of print publish”,“interactive scene marketing pattern based on print academic publish”,“scene marketing pattern based on the cashing of niche readers of print publish”.After the introduction of the three modes,this study testifies their effects based on pertinent cases and concludes the details on which the traditional publishing industries should focus when adopting a specific mode.The fourth part is the conclusion of the present study.Based on the comparison among traditional publishing scene marketing,internet scene marketing and traditional publishing O2 O scene marketing,this part summarizes the advantages of traditional publishing O2 O scene marketing and forecasts the future of traditional publishing O2 O scene marketing in China by predicting its developmental tendency.The limitation is also included in this part.