Research On China's E-book Marketing Model Under The Perspective Of Value Net

The development of e-books are booming,it is becoming more and more important to construct the platform for the e-book industry chain enterprises.As the e-book platform construction's important constituent,marketing model is of great significance to the development of e-book enterprise.In view of this,this article uses the literature material method,comparative researching,investigation,analysis and other research methods,with marketing model as research direction of electronic companies,mainly analyzes the background,general situation and difficulties of digital marketing model,through the perspective of value network to put forward the development strategy of China's digital marketing model suggested,which the domestic e-book enterprise can use for reference.This article first elaborated the research background and research significance.On the one hand,the development of the e-book market is rapidly,on the other hand,represented by the electricity e-book middlemen marketing activities are surging.However,most of the content providers and middlemen are using the issue of traditional physical book model for digital marketing plan,which can not conform to the requirements of the e-book marketing model building.Although there are a lot of researches about value-net,digital publishing and digital marketing,but the research on value-net combinated with electronic marketing is not yet.In this paper,it's necessary to study the problems of electronic marketing model through the perspective of value-net theory.Second,through the comparing of the value chain model and the five-force model,value net theory matches more closely with the real situation of digital marketing needs,achieving business objectives needs,improving enterprise's marketing ability needs.So the value-net theory has very important significance for enterprise digital marketing model researching.These theories provide a theoretical basis for this thesis.Thirdly,the development of digital marketing is closely connected with the digital reading market environment.Up till the present moment,mobile Internet is developing rapidly,the equipment are renewal quickly,the e-book industry each link relationship grows stronger,online piracy is rampant.Electronic products marketing mode mainly include multiple products mode,hardware and content marketing mode,database marketing mode.Price marketing model mainly include free marketing model,low pricing models,monthly payment,etc.Channel marketing model is to build the network marketing platform by myself or to use online retailers' platform.Promotion pattern mainly has the advertising operation,social network promotion,public relations,etc.However,the quantity and quality of ebooks need to be improved,the price model is easy to run the price war error,channel marketing mode rely too much on big platforms,promotion mode has a common effect.Finally,this thesis puts the main body of the marketing activities in the value net to think e-book marketing model improvements,provides a better marketing strategy for e-book enterprises:treat the readers as the center,to create superior customer value;each link win-win cooperation,improve the ability of value net;enterprises locate precisely,develop their core competence.