Research On The Mobile APP Marketing Strategy Of "Netease Snail Book" Based On 4C Theory

In the Internet age,with the advancement of technology,reading is no longer a formal matter.Changes in reading habits and reading styles are quiet in people’s lives.The profound meaning of mobile networks is that it changes the way information is generated and transmitted,thus affecting people’s ways of living,working and playing.Reading is the main way for people to pass on information and acquire knowledge,which is indispensable in daily life.In the era of big data,the speed at which paper records information and disseminates information lags far behind the speed of information production.The popularity of smart devices such as mobile phones,the rapid development of digital reading technology,and the replacement of paper by mobile terminals have become new tools for large-scale dissemination of information,making the mobile reading market expand rapidly.Mobile phone reading has become an important symbol of digital reading,affecting all aspects of people’s lives."Netease Snail Reading" mobile APP is a brand new mobile reading product developed by Netease,which advocates "innovation with ingenuity" and driven by fragmented information and fast food reading in the context of knowledge payment.Since the product launch on February 28,2017,it has become a pioneer in the mobile reading market in less than two years and is in a clear position.In the increasingly fierce market competition,it still performs well and always Adhere to unique product positioning.However,while the business of the "Netease Snail Reading" mobile APP has developed rapidly,it has also exposed some problems that need to be solved.Under the background of such writing,the thesis obtained first-hand information through in-depth interviews with the "Netease Snail Reading" mobile APP operation team,using case study method and literature research method to compare the Internet thinking with the principles of publishing and marketing.Combined with marketing strategy as the starting point,the marketing status of "Netease Snail Reading" mobile APP was analyzed.Through research,it is concluded that the "Netease Snail Reading"mobile APP has always adhered to "user-oriented" in the marketing process,satisfying user needs from two aspects of vision and scene,reducing the user’s monetary cost,and operating as much as possible through online operations.And the conclusion that offline activities are actively and effectively communicated with users,but also pointed out the problems:there is no user segmentation,and new reading content needs to be explored to meet different needs of users;The user’s use process should reduce the user’s time cost in a targeted manner;insufficient consideration should be given to the convenience of the user during use;if the user’s question is not quickly reported during the use of the product,it should be effective and immediate with the user.Communication.The paper proposes an optimization plan for its marketing strategy by means of the 4C marketing theory that is most compatible with the "Netease Snail Reading" mobile APP.The program takes the four elements of 4C marketing theory as the perspective,including the following four aspects:users with rich reading content to meet different needs;lowering the time cost of users;improving the convenience of users;establishing customer service and users A variety of communication channels."Netease Snail Reading" mobile APP as a mobile reading APP with a new development and stability but also has certain problems.At present,there are few literatures on its research,so it can provide new development for the whole mobile reading market.Ideas help the mobile reading market to more accurately grasp user needs and development opportunities to promote the development of the mobile reading industry.At the same time,it also has certain reference significance for other mobile reading products to achieve their own benign development under the fierce market competition.