Research On The Influencing Factors Of Communitty Marketing Of Publishing House In Social Media Times

Human society is experiencing the third technological revolution-the information revolution,Internet technology and e-commerce are rising rapidly,and maintaining rapid development,technology changes life,and changes the relationship between enterprises and consumers(users).At the same time,we can deeply feel that the era of mobile media with the strong support of Internet technology has arrived,and the traditional marketing model has also undergone tremendous changes.In 1881,the academic community proposed the "community".In 2015,Chinese enterprises proposed the "first year of the community economy",and the "community" gradually shifted from the theoretical level to the practical application.Based on the case study of People's Literature Publishing House,this paper analyzes and summarizes two aspects from the perspective of customer relationship,with its self-built brand community marketing as the target: the progress and common problems of publishing enterprises adopting social marketing model in China.People's Literature Publishing House,as the first domestic publishing company to use social media software and adopt the social marketing model,its successful experience and its own management problems,through the empirical analysis method to summarize several key factors affecting social marketing In order to provide some reference and suggestions for the community marketing operation and development application in the era of online social media.This paper mainly uses case analysis method,through the study of the case of People's Literature Publishing House,discusses and summarizes the brand community marketing model of People's Literature Publishing House from the perspective of customer relationship management,and summarizes the influencing factors of the publishing enterprise's corporate social marketing.These studies can enable publishing companies to better understand community attributes and community marketing,and have certain reference value for improving readers' special customer group relationship.At the same time,this research also explores some highly targeted and highly operational improvements.And perfect marketing strategy has certain theoretical and practical significance.