The Study Of Reading APP Marketing Strategy From The Perspective Of 4C Theory

Reading is extremely important and necessary in human's life.With the development of technology,the way of human ' s reading have changed from traditional papers reading,such as books,magazines and newspapers to personal computer reading,then to mobile reading.Taking smart phone,tablet computer and other mobile intelligent terminal as its carrier,reading APP is becoming an important way of reading attribute to its fragmentation,convenience and multimedia features.In the mobile application market in China,reading APP includes books,journals and news.Through several years' development,reading APP has reached certain scale.However,with the common shared science and technology,industrial competition in resource access and quantity to attract users is completed.So,it's urgent to think about how to enable the single reading APP to increase the market share in the whole reading market and how to make the single reading APP stands out in its industry,which is based on simplex profit model and full of homogeneous products and pirated products.Therefore,this paper chose the most developed reading APP in the mobile internet era as the target.This study also pays close attention to the reading APP and makes some marketing strategy suggestions for reading APP from the perspective of 4C(customer,cost,communication,and convenience)Marketing Theory.Combined with Publishing and Marketing Theory,this paper makes a systematic research on the reading APP marketing with the method of theoretical analysis and questionnaires survey as well as the case study.There are altogether four chapters in this paper.The first chapter is the introduction,which introduces the background and significance of the study and summarizes the research situations of the relevant area.Besides,it also illustrates the main contents of the current study and the methodology.The second chapter makes a systematic and comprehensive analysis of the Reading APP from four aspects: the general development of reading APP,microenvironment PEST analysis,competition SWOT analysis and users and demand analysis,which also lay the foundation of the marketing strategy discussed in the following parts.In the perspective of 4C Marketing Theory,the third chapter gives some marketing suggestions to the reading APP from the aspects of customer,cost,convenience and communication respectively.In the fourth chapter,a case study of iReader APP is described,moreover,chapter four also analyzes the marketing method which makes iReader a hot product.This paper aims to give some feasible and effective marketing strategies to the reading App from the perspective of 4C Marketing Theory.It also hopes to enrich the research of reading APP,meanwhile,the current study gives some advice to the developers and proprietors of reading APP.