Research On New Media Marketing Plan Of X Interactive Picture Book APP

In recent years,with the rise of the mobile Internet and the rapid popularization of various electronic devices,new media platforms represented by mobile apps such as Weibo,We Chat,and Douyin have ushered in explosive growth.A large number of enterprises have begun to carry out brand and product promotion work on new media platforms to interact with potential consumers in a "close range".For children’s interactive picture book apps that have emerged with the advent of the digital reading era,new media marketing is one of the effective ways to quickly acquire users.Therefore,it is necessary to conduct research on the new media marketing of children’s interactive picture book App.Based on the AISAS model,this paper takes the X Interactive Picture Book App as an example,comprehensively uses literature research,questionnaire survey,case analysis,text analysis and other research methods to study the problems encountered by the X Interactive Picture Book App in the new media marketing process.The research conclusions are as follows:(1)Analyzed the current situation of X Interactive Picture Book App’s new media marketing.(2)Investigated the problems of X Interactive Picture Book App in new media marketing.Distribute questionnaires to existing users of the X Interactive Picture Book App.Based on the AISAS model and the results of the questionnaire survey,the following research conclusions are drawn: There are many problems in the new media marketing of X Interactive Picture Book App,including inaccurate marketing channel positioning,which cannot effectively attract users’ attention;marketing content cannot attract consumers’ interest;Insufficient use of network marketing resources leads to difficulties for users to obtain product information;poor user experience and service channels lead to separation of experience and download decisions;insufficient interaction between enterprises and users,and low willingness of users to forward and share.(3)Through the analysis of the user data of the X Interactive Picture Book App,combined with the text analysis of the marketing content and user comments of leading companies in the same industry on the new media platform,a new media marketing plan for the X Interactive Picture Book App is proposed.The main contents include : Accurately locate marketing channels,publish publicity information that attracts users’ attention;optimize new media marketing content to arouse users’ interest;optimize the utilization efficiency of network marketing resources,improve the content display system to facilitate users’ search;optimize the App download process and incentive methods to promote users download behavior;design an effective sharing mechanism to facilitate user dissemination.