Research On The Marketing Strategy Of SX Publishing Group Based On The Mobile Internet

With the coming of information age,mobile Internet has comprehensive coverage,consumers access to the information from the traditional paper,TV media gradually to the network,mobile terminal development of diversified channels,the digitization of cultural and entertainment content on the Internet,streaming media everything has stronger interaction and propagation velocity,human culture entertainment has entered a new era.In the era of full coverage of mobile Internet,traditional publishing industry is threatened.How to give full play to the advantages of mobile Internet and combine with the characteristics of publishing industry to design an appropriate marketing model and improve the competitiveness of enterprises is the research purpose of this paper and of great significance.This paper adopts the data comparison method to analyze the current situation of China's book publishing industry by collecting relevant data of recent years.The marketing characteristics,status quo and promotion strategy of youdao translation APP of phoenix media in the same industry were analyzed.In SX publishing group marketing industry as the study case,met with its background,status quo and the current method to promote information lag,the audience is limited,the single,the PEST method for SX publishing group,analyze the macro environment,using the SWOT analysis method to the marketing strategy,at the same time to join the relevant references and materials,by SX publishing group,the current market environment facing the,the present situation,existing problems,and formulate corresponding solutions.Based on the current marketing situation of SX publishing group,the customized promotion strategies are as follows: grasp the social trend and target the mainstream population;Concept drive action,promote brand breakthrough;Promote the publishing industry marketing market,enrich the sales channels of books and products;Strong channel power,maintain marketing distribution market size and other ideas for reform.The specific innovative and optimized design of the scheme is as follows: promote offline products to online to form rich online products,build O2 O book city,and build a fully intelligent and unified digital service platform through online intelligent and quick services combined with offline physical bookstore business model;The new concept of web celebrity physical bookstore and reading space will be built.Through mobile Internet and other terminal devices,the multi-networkintegrated all-media intelligent digital service system will be constructed to form a comprehensive online and offline network coverage and three-dimensional marketing mode of books in the province,with online and offline two-way interaction.Promote SX publishing group's book products and related derivative products by building group APP and e-commerce platform;Subdivide readers and customers,strengthen the relationship marketing and interactive marketing with readers,optimize the content of quality books,establish virtual community groups,promote the spread of product content,put the quality of books in the first place,unify the market promotion and market demand as the goal,and ensure the smooth implementation of the design scheme.Specific implementation measures are as follows: improvement of organizational measures and institutional measures,optimization and improvement of capital and financial measures,improvement of human resources level and improvement of information technology.Finally,it is proposed to discuss and analyze the deficiencies of this paper in the next step.The research results of this paper can help SX publishing group to develop marketing strategies suitable for its own development,enhance the competitiveness of brand promotion and diversified development,provide reference for enterprises to develop marketing strategies scientifically,and provide reference for the same industry in China.