The Study On The Present Situation And Countermeasures Of The Digital Marketing Of Journals

With the popularization of electronic books, digital magazines, on-demand publishing (print-on-demand), mobile newspapers and other digital publications, which brings some impacts to the periodical industry in our country, at the same time, new opportunities for development are also resulted from it. Therefore, It is of great significance for us to do the study on the features of journal publication in digital era, the new-style theory of digital marketing strategies and its applications in journal industry.Digital marketing mainly consists of two types: the first is to win more consumers by changing the strategies, for example, selling out the electronic, net and mobile phone copy of the contents on paper; the other way is to develop a new method of advertising its contents. Digital Marketing is characterized by diversified marketing approaches, streamlining marketing costs, fast marketing process, personalized marketing concepts and interactive marketing strategies.The current digital marketing strategies of journals in our country are various: web marketing, blog and podcast marketing, mobile marketing and e-commerce marketing. At the same time, there are also some problems existing in the digital marketing journals in our country: such as the immature business model, the uneven development of digital marketing, the urgent need of transformation of the marketing concept, the digital marketing technology bottlenecks, the difficulties to form magazine brands, the infringement problem of digital works, the shortage of digital marketing talents and the lags behind of the management and so on.Based on the above mentioned problem, the paper tries to propose a series of solutions: firstly, a journal resource database and a database of readers should be set up; secondly we can manage to build a network among net media, mobile transportation suppliers and other digital media; thirdly, a variety of digital marketing services can be developed; fourthly, the safeguard of digital copy should be strengthened and the research and creation of digital readers; finally, the management of brand and talents should be improved while promoting ournals digital marketing.