Research On The Marketing Strategy Of Mobile Reading

Especially in recent years, with the increasing number of users, mobile reading industry scale and the increasing number of participating manufacturers, mobile reading has been showing a rapid growth. With the development of the market, the mobile reading industry has begun to take shape and to form the basic industrial chain and the profit gradually mature. Paying to read has been gradually recognized by the market. But a lot of potential changes, such as marketing model updates, changes in consumer preference, joint of the Internet giants and the traditional publishing industry have take a significant impact on the mobile reading industry pattern and scale.This thesis base on the background above and take a research on mobile reading of BD company. Firstly, this thesis summarizes the basic knowledge of marketing theory, in order to provide guidance for future marketing strategy analysis. Secondly, this thesis analyzes the Internal and external environment of BD mobile reading business, and points out the advantages and disadvantages of BD mobile reading business. Then, this thesis analyzes the current situation and the problems of the BD mobile reading. Finally, according to the BD mobile reading business problems and the 4C theory, this thesis designs the corresponding marketing strategy from the strengthening of the needs of users, reduce on the purchase cost, the improvement on the customers convenience and the variety communication ways.In order to ensure the implementation of 4C marketing solutions, BD company should also develop a set of corresponding security measures which can be strengthen mainly from the customer service center, service marketing organization, perfect matching marketing incentive mechanism and so on. In the mobile reading industry’s rapid development stage, BD company should make full use of it as the world’s largest Chinese search engine advantage, adhere to the "meet customer demand-oriented" marketing strategy, accurate grasp of customer needs and design different service content according to be different needs of customers and realize the rapid development of BD mobile reading.