ZY Company Electronic Reading APP Marketing Strategy Research

Reading activities have provided a steady stream of impetus for the development of human society and are a very important component of people’s lives.With the rapid development of the Internet and other technologies,people’s reading is gradually changing to the direction of mobile reading.The scale of China’s mobile phone netizens is increasing rapidly,the Internet penetration rate is also rapidly increasing,mobile reading has been vigorously developed,and a large number of mobile reading apps have been born.Based on the theoretical knowledge of publishing science,this paper analyzes papers by means of literature research and other methods.The first chapter of this paper mainly introduces the background of topic selection and literature review.Firstly,a certain introduction is made from the research background,research content and methods,and secondly,the reading APP is summarized and analyzed from Chinese and foreign literature.Chapter 2 related concept definition and theoretical basis,from the concept of mobile phone to illustrate.Secondly,the 4C marketing theory and marketing analysis tools are introduced.Chapter 3: Analysis of the marketing environment of ZY Company’s mobile reading APP.The first is to introduce ZY and its mobile reading APP,followed by the macro environment and competitive environment,and then conduct SWOT analysis of ZY mobile reading APP.Chapter Four: Analysis of the Marketing Status and Marketing Problems of ZY Company’s Mobile Reading APP.An interview survey on the current situation and problems of ZY Company’s mobile reading app marketing was conducted and the problems were summarized.Chapter 5: ZY Company’s mobile reading app marketing strategy improvement plan,from the user’s point of view: reading content to meet different needs of users.The measures are to increase excellent online literary resources,develop more copyright of high-quality publications,and develop teaching materials and teaching support fields.From a cost perspective: reduce the user’s time cost.The measures are to simplify the operation process of the platform and clarify the service content of the platform.Analysis from the perspective of convenience: improve the convenience of user use.The measures are to facilitate the user’s search for books and facilitate the user’s use of other mobile services.Analysis from the perspective of communication: establish multiple communication channels with users.The measures are to open a variety of customer service methods and conduct regular questionnaire surveys.