Research On Marketing Strategy Of Digital Education Publication In Heilongjiang Publishing And Media Company

In the era of digital information,the educational publishing model is undergoing tremendous changes.While the education industry and the publishing industry are developing at the same time,digital technology has begun to infiltrate.The digital education publishing represented by the network teaching mode and the digital textbook model has become a new blue ocean and has developed rapidly.All parties in the market are trying to confirm their position and hope to get more cakes.The increasingly hot market environment has also made marketing strategies a top priority for companies to gain a foothold in the market.At present,the digital education publishing industry is mainly composed of traditional enterprises engaged in education and publishing,network technology enterprises and enterprises engaged in digital training of education.The product categories can be summarized into three categories: content categories,tools and platforms.The characteristics of the product can be summarized as the product content is changed from entity to digital,product carrier is changed from fixed to mobile,and product service is changed from unified to individual.The marketing environment for digital education publications varies from day to day,and 4R theory is the marketing theory that is most suitable for digital education publication marketing.Under the background of the rapid development of digital education and publishing,Heilongjiang Publishing & Media Company cannot rest on its own.Although Heilongjiang Publishing & Media Company has certain advantages in resources and channels,as a traditional state-owned publishing company,it mainly relies on the number of new marketing models such as Internet marketing.Education publication marketing is just one of its shortcomings.In order to provide some reference methods for Heilongjiang Publishing & Media Company in the marketing of digital education publications,this paper adopts research methods such as literature research,field research,data analysis and case analysis.It is found that the company has problems such as insufficient customer association,insufficient market response,insufficient attention to interactiverelationships,and lack of reasonable return strategies..If Heilongjiang Publishing & Media Company wants to succeed in the digital education publications market,it should improve marketing strategies from four aspects:related marketing,response marketing,relationship marketing and reward marketing,and develop marketing policy implementation safeguards.from information systems,human resources and service quality assurance.