Research On Marketing Strategy Of We Love Science (2010-2019)

Popular science publications are an important channel for publicizing scientific and technological achievements and scientific research trends.Not only can children's popular science publications popularize scientific knowledge,they can also inspire children's scientific thinking and cultivate their innovative ability.In 2010,China's mobile Internet began to develop rapidly,while providing opportunities for the development of the publishing industry,it also faced huge challenges,such as the traditional paper journals facing a sharp decline in subscriptions and difficulties in transformation and upgrading.We Love Science is the only national science popular periodical for children in China.Since its inception in 1960,it has consistently adhered to high-quality and high-standard publications.It is the first choice of extracurricular reading for primary and secondary school students.2010 is the first year of the development of China's mobile Internet.While mobile networks have brought development opportunities to the publishing industry,they have also brought about huge challenges.In the case of paper journals suffering from decline in subscriptions or even suspension of publication,the monthly circulation of We Love Science does not drop but increase,which is unique.The circulation of magazines is closely related to the magazine's business management model,especially its good marketing strategy.Magazines will succeed only if the products,prices,channels and promotion are all reasonable.If one of them fails,it will affect the development of the magazine.This article takes We Love Science as the research object,and uses the 4P marketing strategy as the theoretical framework.It uses case analysis,literature analysis,comparative analysis,and text analysis to explore its unique marketing strategy in the mobile Internet era.After research,we found that the reason why We Love Science magazine can break the industry's popular idea that traditional paper media is about to die out is mainly to adopt a refined reader positioning,produce marketable products,steadily increase prices,according to the season constantly adjust promotional activities,establish reasonable online and offlinemarketing channels,and promote marketing strategies that focus on user's experience.Finally,the thesis further summarizes and refines its experience from the perspective of products,prices,channels,and promotion,with a view to enlighten and refer to similar journals and promote the healthy development of children's popular science journals in China.