Fan Deng Reading Xilin Gol League Marketing Strategy Optimization Research

In recent years,with the rapid development of Internet technology and the widely popularization of mobile terminal technology,knowledge payment products have mushroomed into the market.With the improvement of people's living standard,reading in fragmented time has become an indispensable channel to enhance oneself.In 2016,with the fully implementation of the nationwide reading,knowledge paid products have been developed rapidly."Fan Deng Reading" came into being in this context.It has created a new reading community based on new media,and its mission is to help 300 million people in China develop a reading habit.“Fan Deng Reading”,which has more than 20 million members now,was founded in 2013.This paper will take "Fan Deng Reading" as the research object,and analyze its marketing strategy in Xilin Gol,Inner Mongolia,Which area is located in a remote,economically underdeveloped,and low level educational part of China,and the development of the "Fan Deng Reading" there was limited.By studying the marketing environment,marketing situation,questionnaires,management Interview,I found that the Club gains more market share and more customers,with the advantage of absolute content and the integration of online and offline marketing in the same product.However,the development of “Fan Deng Reading” in Xilingol is also hindered by its high price,uncomplicated pricing model,low marketing and promotion.Based on The Marketing Theory of 4Ps,this paper will analyze the marketing strategy of Fan Deng Reading” in Xilingol Operation Center in four aspects of product,price,place and promotion,in the mean time put forward corresponding optimization suggestions,and future development suggestions for the Club in Xilingol area,so as to promote a better implementation of nationwide reading.