Research On Internet Marketing Strategy Of ZS Publishing House

Publishing houses have the common commercial characteristics of enterprises,and they are also important departments for disseminating knowledge,culture,technology and information.With the continuous deepening and promotion of the reform of the cultural unit system,the market environment faced by publishing houses has also undergone great changes.With the progress of science and technology,the diversified and personalized reading needs of readers become more and more obvious,and more social.Social e-commerce,e-book reading platform,online bookstore and other diversified sales channels meet different consumer scenarios of readers.However,books and other products which traditional publishing houses provide to can not meet the needs of users,low cost-effective,channel integration ability is not high,social demand cannot be responsible timely,these seriously restrict the traditional publishing industry's Internet transformation path.Therefore,it is very important to strengthen management,pay attention to the integration of marketing channels and use diversified marketing means.This paper takes the marketing of ZS Publishing House as the analysis object.Firstly,it combs the relevant theoretical results of network marketing and publishing house marketing at home and abroad,and further introduces the related concepts of network marketing and 4P's and cross-border marketing theory.On this basis,through on-the-spot investigation and network investigation,the basic situation,marketing status and existing problems of ZS Publishing House are analyzed.Then,combined with specific problems,from the use of network live broadcasting technology,the use of new media platform,the implementation of cross-border marketing,the full use of Internet sales platform,large data platform and other aspect,put forward the marketing strategy of ZS Publishing House.Finally,it puts forward three safeguard measures: changing the marketing concept,optimizing the quality of marketing platform and strengthening the marketing talent team.This paper has pertinence and operability for the strategy innovation of ZS publishing house's network marketing,in order to provide the development path for improving the marketing system construction of professional publishing house,and provide the reference basis for the strategy innovation of the publishing house's network marketing.