Research On The Marketing Strategy Of Mobile Reading APP In China

Books are the ladder of human progress.With the development of science and technology,people's way of reading is becoming more and more diverse.Mobile reading APP(APP is the abbreviation of APPlication,which refers to the third-party APPlication program on mobile intelligent devices)based on mobile intelligent terminals such as mobile phones and tablet computers is favored by people for its portability,diversification,personalization and socialization,and has become an important way for people to read at present.The mobile reading APP market has also entered a high-speed development stage after experiencing the embryonic stage and start-up stage.With the in-depth development of China's mobile reading APP market,the market competition is becoming more and more fierce.China's mobile reading APP is facing a serious homogenization phenomenon,increased customer acquisition cost and low user stickiness marketing dilemma.China's mobile reading APP companies take timely and effective marketing strategy is the key to effectively occupy the market;it is also an important path to further stimulate the vitality of China's mobile reading market,improve user demand,and actively respond to the call of "national reading".On the basis of absorbing and referring to marketing theory and previous research results,based on the current situation and characteristics of China's mobile reading APP market,this paper systematically studies the marketing strategies of China's mobile reading APP,and finds out effective methods to enhance China's mobile reading APP service level,improve the core competitiveness and profitability of mobile reading APP,and cultivate and enhance user loyalty.First of all,this paper discusses the related concepts and theories in detail,which lays a theoretical foundation for the analysis of the article.Secondly,from the political,economic and other aspects,this paper analyzes the macro factors that affect the marketing strategy of China's mobile reading APP,and on this basis,it analyzes the micro factors that affect the marketing strategy of China's mobile reading APP from four aspects: the type of China's mobile reading APP,the characteristics and behavior preferences of users,content suppliers and the business structure of mobile reading APP Detailed analysis and discussion.Thirdly,starting from the current situation and characteristics of China's mobile reading APP market,based on 4V marketing mix theory,this paper analyzes the marketing mix strategy of China's mobile reading APP from four aspects: differentiated marketing,functional flexibility marketing,added value marketing and resonance marketing.At present,China's mobile reading APP mainly establishes its own uniqueness and scarcity by means of content differentiation,image differentiation and promotion differentiation to form an exclusive market;enhances user stickiness by meeting users' basic reading needs and combining Internet characteristics to provide users with new reading services with media characteristics;improves technology APPlication and services Innovation to enhance their added value,improve their core competitiveness,enhance profitability;through the construction of reading community,carry out offline activities to strengthen the emotional connection with users,enhance users' dependence and loyalty to mobile reading APP.Finally,based on the current marketing situation of China's mobile reading APP,aiming at the existing problems,from the two aspects of value creation and value transmission,this paper proposes that further differentiation of content layout,enrichment of reading form,continuous optimization of user feedback service,focus on short video promotion and cross-border cooperation are the development direction of China's mobile reading APP marketing strategy in the future.In order to provide some reference for the relevant practitioners of China's mobile reading APP industry,and provide new ideas for the development of China's mobile reading APP...