Ireader Brand Alliance Marketin Strategy Research Under The Background Of Media Convergenc

The development of Internet technology and the popularization of mobile devices have provided the necessary soil for digital reading,and the fast-paced life and fragmented time provide the necessary catalysis for digital reading.The background of Media Convergence is to let digital reading go Entered thousands of households.The emergence and development of any new things are closely related to people's needs.Fast,massive,easy to search,easy to store,environmentally friendly and many other advantages make digital reading gradually replace paper books and become the preferred method for young people to read.In 2019,China has 740 million digital users,and the market size will increase at an average annual growth rate of 20%.It is expected that in 2020,the market size of digital reading will reach 37 billion.Digital reading has become a must-have Internet-based application on Chinese mobile phones,relying on features such as diverse channels,rich content,good experience,and clear copyright.Brand Alliance is more and more popular with enterprises,and is an effective way for enterprises to enhance their brand image and quickly occupy the market.There are a lot of classic Brand Alliance cases,such as the "sleep music" theme hotel jointly launched by Netease Cloud Music and Atour,RIO and Liushen Hualuo launched Liushen Hualu water-flavored cocktails,MAC and "Glory of the King" lipstick,Baique and the Forbidden City The cultural limited gift box "Yan Lai Bai Bao Huai",stubborn perfumes from Luzhou Laojiao and Scent Library,H5 user interaction launched by Douyin and 7 major museums,etc.Among them,Douyin and the museum's H5 popularity even caused WeChat Twice blocked.Almost every crossborder and alliance has become a phenomenal case,which has attracted crazy discussions by fans,driving the double promotion of brand popularity and sales of participating brands.It is foreseeable that in the future Brand Alliance will still be a win-win method that is highly sought after by enterprises,and has a development momentum that cannot be underestimated.And IReader,as a leader in the domestic digital reading industry,has achieved remarkable achievements in just ten years since its establishment in 2008.In 2016,it accumulated more than 600 million users.Such impressive achievements are closely related to its excellent marketing methods,especially its excellent performance in Brand Alliance,in addition to reading its own excellent strength.The IReader joint marketing provides a template for domestic digital reading companies,and also enriches the practical cases of the entire joint marketing field.We can sum up its successes and deficiencies and learn from them.