Analysis On The Current Situation Of Mobile Reading App Marketing And Its Optimization Strategy

The advent of the digital age has not only rapidly changed people's lifestyle,but also brought an unprecedented change to the publishing industry.New reading methods emerge one after another,changing and subverting the traditional reading methods.Among them,mobile reading App is an important representative of digital publishing.Mobile reading App has gained a large number of readers by virtue of its convenience and massive content.It is a high combination of traditional content and emerging technologies,and has become a very important way of reading at present.Marketing plays an important role in mobile reading App.Therefore,analyzing the current marketing situation of mobile reading App and putting forward problems and optimization paths on this basis has important practical significance for the development of mobile reading App.This paper selects 14 mainstream mobile reading Apps such as QQ reading,book flag novel,Book Chasing artifact,palm reading,more reading,Sogou reading,iqiyi novel,Migu reading,yisou novel and wechat reading as research cases.Combined with the methods of case analysis,literature research and comparative analysis,this paper analyzes its marketing status and existing problems,and puts forward feasible suggestions for its further development and improvement.The main innovation lies in the selection of relatively rich cases and reference objects,which has certain advantages in timeliness and comprehensiveness.Firstly,by analyzing the development background,relevant policies and research status of mobile reading application,this paper points out the important position of mobile reading application in the process of digital development and the important role of marketing in mobile reading application,and briefly explains the relevant theoretical concepts.Secondly,it analyzes the current marketing situation of mobile reading application,takes 4P marketing theory as the main framework,supplemented by 4C theory,4R Theory and 4I principle,and analyzes its marketing situation from four main aspects: product,price,channel and promotion.Then,based on the current marketing situation,this paper puts forward the problems existing in the marketing process of mobile reading application from two aspects of "common problems" and "individual problems".Finally,according to the above problems,this paper puts forward the corresponding optimization path from the two aspects of "general optimization strategy" and "targeted optimization strategy",puts forward suggestions for individual applications with targeted optimization strategy,and provides reference for the marketing of most mobile reading applications with general optimization strategy.