| In recent years,the rapid development of the Internet has also led to the rapid development of many related industries.Online literature is one of the more typical industries.According to relevant statistics,as of 2019,the online literature industry has grown into a huge market with a volume of 10 billion yuan.With the development of the cultural and creative industries and the pan-entertainment industry,the IP value of online literature has doubled accordingly.More than a decade ago,online literature was just an extremely niche market,which mainly included online literature platforms such as Qidian Chinese Website,Rongshuxia,and huanjianshumeng.In the current market,several giants of online literature,such as China Literature,IReader Technology Co.,Ltd,and ChineseAll Digital Publishing Group Co.,Ltd.,have gradually formed a pattern of hegemony.In addition to publishing paper books,online literature can also be adapted into games,anime,movies,TV series,and peripheral goods.Major online literature platforms have also adopted diversified capital through mergers,acquisitions,restructuring,cooperation,alliances,and listings.The operation enhances its own competitiveness and seizes the market.Among them,the huge entertainment cake of the panentertainment industry has seduced major,small and medium-sized online literature and related companies to move towards the business model of full copyright and the entire industry chain.The fundamental reason is that online literature has a market size of 10 billion in addition to In addition,it is directly related to the market size of hundreds of billions in the entire IP industry chain.In addition to the huge domestic market,online literature has also achieved initial success in overseas markets,breaking the bottleneck of the difficulty of exporting Chinese culture overseas,and has a huge overseas potential market.Due to the strong government support in recent years,China's online literature market has grown steadily year by year.Although online literature has become the darling of the capital market in recent years,and many excellent adaptations of online literature have appeared,a considerable part of the IP adaptations have not met the expectations of capital due to the immature initial business operation model.This article takes Y Online Literature Company as the research object,and analyzes its external macro environment,industry competition environment and the company's own situation one by one.Based on 4P,4C,4R marketing theory,it designs and develops the company's current network literature IP marketing strategy and Optimize,deeply dig IP value,and increase corporate income.This article is divided into six parts for research and discussion.First,the research background,research significance,research purpose,research content and method of this article are explained separately.Second,consult related concepts and theories,explain and define the related concepts needed in the online literature industry,and introduce the related marketing theories that need to be used.Third,the development overview of the Internet literature industry and Company Y is explained,and the industry and enterprises are analyzed using PEST analysis,Porter's Five Force Model and SWOT analysis tools.Fourth,based on the analysis in Chapter 3,we designed a questionnaire and conducted market research.We conducted a statistical analysis of the questionnaire data to find the current customers' potential needs and potential customer groups.Fifth,based on the data analysis results,combined with the 4P,4C,and 4R theories,a marketing strategy suitable for company Y is designed and suggestions for improvement of the current marketing strategy are proposed.Sixth,carefully analyze the shortcomings of this article,and look forward to the future development of China's online literature industry. |
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