An Analysis On Marketing Strategies Of Mobile Reading Apps

The reading activies provide abundant spiritual food for the human society and are indispensable in people's life.With the development of the Internet and computer technologies,people's reading style has gradually shifted to mobile reading with smartphones and tablets as carriers.Under the background of the increasing number of mobile Internet users in China and the reduction of the Internet charges,the prosperity of mobile reading and the variety of mobile reading Apps are mutually reinforcing.With the help of the theoretical knowledge of publishing and marketing,this paper has been completed through literature analysis and case studies.The first chapter of this paper introduces the background,significance of this topic and related literature review.The second chapter analyzes the macro marketing environment of mobile reading Apps from the four main aspects-social and political environment,economic and culture environment,technical environment and users.And then this paper generalizes the marketing features and principles of the mobile reading Apps in the third chapter.Then,combined with 4C marketing theory,the marketing means of Migu Reading are analyzed in detail from four aspects: user,cost,convenience and communication.As a reading App developed and operated by an state-owned enterprise,Migu Reading pays great attention to the social benefits of the company and creates distinctive reading products.On this basis,it has developed a profit model for hardware sales and won wide acclaim from the government and society.At the same time,there are some shortcomings of the marketing of Migu Reading: one is the lack of the brand publicity,and the other is the lack of high-quality IP resources.In the light of shortcomings of Migu Reading,this paper mainly puts forward three suggestions.Firstly,Migu Reading should strengthen the use of new media channels andupdate the marketing information on new media accounts in time as so to improve the popularity of it.Secondly,Migu Reading should make use of advertising investment reasonably to improve the profit model and realize the profit growth.Thirdly,Migu Reading must accelerate the accumulation of IP resources of reading products and cultivate its own authors in order to speed up the process of comprehensive copyright operations.According to the analysis of Migu Reading,this apper also put forward several suggestions for all mobile reading Apps.The first one is to pay more attention to the user experience.The second one is to widen their marketing channels and the last one is to perfect the profit models gradually.