Research On Marketing Strategy Optimization Of S Online Reading APP

The S-online reading app has been developing since 2011 and has accumulated many loyal users.According to the monthly active user population,it belongs to the third tier of medium weight products between 5 million and 20 million in the entire reading industry.However,there is a large gap between the top products in the industry and fierce market competition in the reading industry.In the development process of the S-online reading app,there are user needs and problems that are not communicated smoothly,and the promotion and publicity effect is not good,Poor copyright structure leads to higher user costs and many marketing strategy issues.Based on 4C marketing theory,this article collects and collates data on the optimization of marketing strategies for S-online reading APP through questionnaire survey,analyzes the current marketing strategies adopted by S-online reading APP using literature research and case study methods,analyzes the macro online reading industry using PEST analysis method,and conducts a SWOT analysis method to conduct a multifactor situation analysis of advantages,disadvantages,opportunities,challenges,and other factors for S-online reading APP products,Finally,it was determined that the S online reading app had marketing strategy issues that needed to be addressed,such as insufficient user attraction for online activities,single communication channels,unclear user feedback mechanisms,insufficient new market promotion capabilities,and high user copyright payment costs.This article takes S Online Reading APP as the research object,and provides new marketing optimization ideas for the development of S Enterprise and the entire online reading market by increasing diverse interaction methods,strengthening user communication incentive strategies,using big data to build accurate content marketing,and reducing user payment costs by complementing the free and paid modes.At the same time,it provides certain reference value for online reading APP of the same user level in the process of marketing strategy optimization.