A Study On The Book Marketing Strategy Of PSP Via New Media

With the increasingly severe and fierce competition in the book market,book marketing has become more and more important.With the rapid development of We Chat,Weibo,Douyin and other new media,these emerging platforms have gradually grown into the main competitive field of book marketing.It can be said that if we win in the new media marketing,we will win over the book sales.Therefore,how to carry out the new media marketing of books and successfully make the best-sellers via new media platforms have become an urgent problem for PSP publishing house to work out.This paper,which is based on marketing 4P theory and the present situation of new media marketing in the book publishing market,comprehensively uses research methods like the literature research,case method and comparative analysis to analyze the current marketing strategy of PSP,especially the present situation of its new media marketing,sum up its precious experience and point out some problems through some typical cases.At the same time,the classic SWOT analysis method is adopted to put PSP publishing house in a large market environment and compare it with the publishing house that is in the forefront of new media marketing to analyze its strength,weakness,opportunity and threat.Then,the paper puts forward reasonable suggestions for optimizing the new media marketing strategy of PSP publishing house from the four dimensions of product strategy,channel strategy,price strategy and promotion strategy: In terms of products,start from its own attributes to create high-quality paper books and implement the IP operation of books at the same time;as for the channel,make the reasonable choice of the effective new media platforms such as Weibo,We Chat,network community,Douyin and so on;In terms of price,realize the differentiation of book pricing strategy;for promotion,select different promotion methods such as “making use of KOL” according to different products.Finally,Suggestions for department setting,team building and performance evaluation are offered to ensure the smooth implementation of new media marketing strategy of PSP.