Research On Marketing Strategy Of "Dushusheng" APP Of Beijing Yueyue Science And Technology Co.,Ltd.

In the context of current Internet era,most enterprises use Internet technology to develop their business and display their corporate image,and focus on the promotion of enterprise websites in order to attract users to browse or pay attention to it.And then achieve the purpose of marketing.However,as the logo of enterprise Internet technology,App is an indispensable marketing tool for enterprises in order to occupy users’ smart phone desktop and attract users’ attention.The golden age of App marketing has come.Under the background of the Internet today,it is inevitable that the enterprise marketing reform will develop to the direction of the Internet.The Internet not only amplifies the high-quality resources but also breaks through the bottleneck of supply and demand.The new generation of modern society determines the rapid growth of many industries.However,by solving the problems of time,distance,capacity and scarcity of educational resources,online learning has effectively solved the malpractice of the imbalance between supply and demand of offline education.At the same time,the vast number of consumer groups has become accustomed to the convenience of network consumption,and gradually formed the behavior of "the Internet and community",which has laid a good humanistic foundation for the mobile Internet App application and marketing.However,under the market background and environmental conditions with such a good momentum of development,the online platform of the domestic book market,especially the mobile phone terminal,currently does not have a platform for sharing audio resources for teaching and auxiliary books.With the development of society and the progress of science and technology,the market scale of our country book distribution and publishing industry is gradually expanding and growing,and its sustainable development ability also maintains its advantages in this field and in the future expansion and operation.Such a good market environment and technical background provide the user base and broad development space for the emergence and development of “Dushusheng” App.This paper mainly analyzes the problems related to the “Dushusheng” App marketing strategy of Beijing Yueyue Science and Technology Co.,Ltd from six aspects.The first part mainly introduces the research background,significance,domestic and foreign research status,research contents and methods of " Dushusheng " App.The second part lays the theoretical foundation of marketing strategy for the following research,summarizes the marketing and Internet marketing related theories and concepts;The third part analyzes Dushusheng ” App marketing environment mainly from the macroscopic environment and the market environment two aspects;The fourth part analyses the " Dushusheng " App marketing overview with qualitative and quantitative methods,and points out the " Dushusheng " App marketing problems,and analyzes the reasons;The fifth part is the core content of this paper,combines with the second part of the theoretical basis,and puts put the " Dushusheng " App overall marketing strategy,namely product strategy,price strategy,user positioning strategy and marketing channel strategy;The sixth part proposes the " Dushusheng " App marketing strategy implementation safeguard measure from the marketing organization construction,the bottom business rules,the content system support,the marketing incentive scheme,the marketing fund guarantee and the professional personnel training and the introduction five aspects.Through the combination of qualitative and quantitative analysis of "Dushusheng" App,this paper puts forward the pertinence of its current marketing situation,problems,reasons,countermeasures and safeguard measures.Practical and maneuverable marketing strategies are combined with various marketing methods,the purpose of which is to have a certain guiding significance to the marketing promotion in the later stage of the enterprise.