Research On Marketing Channel Innovation Of Publishing Service In Fighting Against COVID-19

Publishing marketing channel is the "lifeline" of publishing marketing activities.In recent years,the publishing industry has closely followed the pace of media convergence,promoting the development of publishing integration to the vertical direction.Publishing marketing is an indispensable link in the publishing process,and it is an activity to realize the economic and social value of publishing products,which is related to the survival and development of publishing industry.As a publishing marketing channel,publishing marketing channel is a bridge between publishing products and users.Whether the marketing channel is smooth and efficient directly affects the improvement of marketing efficiency.COVID-19 swept across China earlier this year,resulting in large-scale stoppage and shutdown.In order to fight against the COVID-19,various publishing companies have responded to the call of the national COVID-19 prevention and control,using their own resources and advantages to open up a variety of marketing channels,which not only ensures the operation of the publishing industry,but also enriches the spiritual culture of the public in China.Based on the background of COVID-19 prevention and control,this paper aims to provide an example for the current marketing channel innovation of media integration and publishing integration.In this paper,the research background and significance of the paper are described,and the related theoretical development of "publishing marketing" and "publishing channel" is analyzed by sorting out recent literature review.Secondly,it analyzes the current situation of publishing marketing channels,including the concept and characteristics of the three types of publishing marketing channels,and establishes the understanding of the current situation of publishing marketing channels.Thirdly,using the qualitative research method of grounded theory,through the three-level coding process,the core elements of publishing marketing channel are extracted,refined and theorized,and the model of publishing marketing channel elements is constructed.Then,by enumerating the cases of typical publishing houses in marketing channel innovation during the current COVID-19 period,analyze the new highlights and new performance of publishing marketing channels during the epidemic.Finally,the paper puts forward some scientific suggestions for further innovation of publishing and marketing channels in the post epidemic era.