A Study On The Revenue Model Of Mobile Reading Platform Based On 4C Theory

This paper starts from the development of mobile reading applications,investigates the status and marketing characteristics of wechat reading APP,and uses 4C marketing theory to enable the profit model of wechat reading APP,especially for the impact of the publishing industry in the background of free model,aspiring to provide marketing proposals for developers and operators in the sphere of mobile reading.At the same time,it provides reference and guidance for the further advance of the publishing industry,foe This article makes a preliminary exploration on how to establish a benign profit model of digital publishing industry.The paper uses literature research method,case study method and other research methods,combined with publishing science and 4C marketing theory to innovate the profit model in the domain of mobile reading.This paper is comprised of six parts.Chapter one is the introduction,which mainly introduces the background and significance of the theme,relevant theories,and research methods.The second chapter is the concept of mobile reading,profit model and 4C marketing theory.The third chapter is the current mobile reading platform profit model research,profit model classification a problem arises;Chapter four discusses operations strategy and dilemma of wechat book APP;The fifth chapter elaborates the feasibility of 4C marketing theory application;Chapter six explores the innovative strategy of wechat interpret the profit model from Consumer,cost,convenience,communication and other aspects.