Research On Network Community Marketing Of Publishing Industry In Mobile Internet Age

With the rapid development of mobile Internet and social media,the community marketing slowly rise,and has become one of the most popular marketing methods in recent years,much favored by the publishing industry.The community marketing has the characteristics of relationship propagation and instant interaction under the background of mobile Internet,which leads to the change of marketing object,idea and way of publishing industry.At present,the publishing enterprises in the community marketing process formed four community marketing model.This paper takes the community marketing activities of the publishing industry as the main research object,sums up the four kinds of community marketing modes,analyzes their respective advantages and disadvantages,and deeply studies the problems of the social marketing of publishing enterprises,and thus come to the marketing recommendations for the development of the marketing industry to give some guidance,so as to promote the development and progress of the publishing industry.The main research methods used in this paper are literature research and case analysis.Through the research on the development of marketing in the publishing industry,this paper analyzes the problems existing in the process of community marketing.These problems arise from the limitations of the publishing enterprise's ideological,institutional malpractice,misunderstanding in business.For these three reasons,the author gives some suggestions and opinions.If publishing companies want to solve the problem of community marketing process,they must break the ideological limitations and follow the law of "Every book has its own best suited way of marketing".They must deepen the system reform and across platform to extend product form.They must improve the operating chain and use endorsement of character to improve the conversion rate.They must make good use of big data to achieve accurate community marketing.