| In recent years,with the rapid development of Internet technology,Network literature has quickly become one of the important entertainment in the daily life of the general public,at the same time,the explosion of film,television,games,animation and other derivative products adapted from online literature IP also drives the greater demand for online literature content in the downstream industry,make the scale of network literature market expand year by year,now has formed China Literature Group,palm read technology,Chinese online,Ali literature,Baidu literature and others head of the website competition pattern,among them,China Literature Group quickly become the leader of the network literature industry,it occupies most of the market throughout the industry.Founded in 2017,W Company is an emerging original network literature platform.It has developed rapidly in several years.It has released a number of popular works,attracting a large number of fans in a short time.In addition,it has also made certain achievements in audio adaptation and animation adaptation.But in the case of many giants competing to erode market share,as a small and medium-sized network platform W company is facing slowing growth,market competition is increasingly fierce,how to set up their own competitive advantage,find their own positioning,keep market share,survival and development in the cruel competition,is worth studying.This paper uses the PEST model and port five force model of W company’s macro environment,industry environment and market environment is fully analyzed,and through the company user data for user information analysis,W summarizes the W company users in gender,age,identity,preference characteristics,launched the current main audience market profile.According to the conclusion of user data analysis of W company,4C marketing theory is further used to analyze the marketing status and existing problems of W company.In order to ensure that targeted marketing strategies are proposed,the STP theory is used to segment the market according to the user gender,age,preference for network literature themes and other factors,find the suitable target market for enterprises,and conduct market positioning.Finally,starting from the needs of the target market,we give suggestions on marketing strategies in four aspects: user demand,user cost,convenience and user communication.At the same time,based on the particularity of the relationship between authors and platforms in the network literature industry,suggestions for author groups are added to the marketing strategy.According to this paper,W company mainly has some problems,such as unclear target users,difficult to meet user needs,high product cost,inconvenient channels,and rigid communication mode.This article suggests that,with overall strength unable to compete with large platforms,The W company needs to find a target market to locate itself,Optimize marketing strategies for target user groups.Firstly,to meet users’ needs for subject matter,quantity,quality and experience,and the author’s creative needs.Secondly,reduce the costs for all parties,including the user’s use cost,the operating cost of the platform and the author’s creation cost.Thirdly,Expand access by users and authors to products,content,and information,improve the convenience of use.Fourthly,Optimize the communication mode between users,authors,and platforms,when the three parties achieve their respective goals,so as to build a harmonious and smooth relationship.In the process of implementation,we should also strengthen the guarantee of funds,resources,systems,organizations,talents and publicity.I hope that suggestions for W company can also provide some development ideas for other platforms of the same type. |
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