Research On The Digital Marketing Strategy Of Publishing APP Based On 4R Theory

With the promotion of network and intelligent technology,the trend of digital transformation has accelerated.The publishing industry has achieved integrated development at multiple levels of content,channels and terminals.As the carrier of online business development of publishing institutions,publishing app plays an important role.Due to the constraints of various subjective and objective factors,some publishing apps are facing the dilemma of poor marketing results and difficult operation.In the new era of information overload,attention scarcity and user-centered,marketing,as the key node of publishing app to realize the transformation of product value,is related to product R?D,service operation and final profit.Therefore,publishing app urgently needs to seize the opportunity of digital marketing and explore a new path of development.Under this writing background,this paper makes comprehensive use of literature research method,case analysis method and product experience method.Firstly,it analyzes the current marketing situation of publishing app,and points out its disadvantages in audience matching,marketing communication,private domain operation and commercial realization,from the perspective of the evolution of consumer behavior and information acquisition methods,this paper demonstrates the adaptability of the application of 4R Theory in the practical innovation of publishing app digital marketing.Combined with 4R theory and relevant marketing cases,this paper focuses on the digital marketing strategy of publishing app,and obtains the corresponding optimization scheme and conclusion:At the level of product optimization,data analysis tools are used to achieve accurate portrait and identification,insight into user pain points and needs,improve product interface design and functional architecture,and innovate differentiated customization business.At the level of channel empowerment,carry out a variety of marketing methods around the financial media end to reach all channel users;rely on cutting-edge technical means to upgrade search engines and enhance user experience.At the level of community realization,through the precipitation of brand value and intensive cultivation of user community,the buyer and the seller can deeply connect and establish sustainable trust;Finally,the commercialization of community qualification,the marketization of community trust and the pricing of community products are used to realize transactions and returns,and complete the closed-loop marketing ecology of publishing app innovation,retention,activation and realization.It can not be ignored that the introduction of technical barriers,copyright problems and information security act has brought some challenges to the marketing of publishing app,and the changing market format is also testing the marketing innovation ability of publishing app marketers.Therefore,it is expected that this paper can supplement the research in related fields and provide some reference value for the marketing practice of publishing app.