Research On Book Marketing Under The Internet Platform Economy

At present,the vigorous development of Internet technology,the platform model spawned by the technological revolution is rapidly changing the economic operation mode,social governance mode,and even everyone’s work and lifestyle.The rise of the Internet platform economy has also brought new challenges to the publishing industry,especially to publishing distribution and marketing.Different from generally generalizing the changes in book marketing brought about by the platform economy as "network marketing" and ignoring the impact of platforms on book marketing from the overall perspective,this paper selects East China Normal University Press,which has made certain achievements in Internet platform marketing,from the perspective of Internet platform economy,to conduct key explorations,and empirically analyzes the marketing model and specific marketing strategies of East China Normal University Press based on Internet platforms,in order to provide reference for book marketing of publishing enterprises.This paper mainly adopts the literature analysis method and case study method to carry out the discussion and research from the following aspects.Firstly,the research status of platform economy and the problems existing in the current use of Internet platforms by publishing enterprises in book marketing are sorted out,and the industry background and market trends are grasped to lay a foundation for formal research.Secondly,the changes and characteristics of book marketing and distribution channels of publishing enterprises brought about by the development of Internet platforms are sorted out.Then,this study takes East China Normal University Press as the research object,analyzes the case of the company in book marketing on Internet platform in detail,and concludes its book marketing model and strategy based on Internet platform.This paper argues that ECNUP’s book marketing on the Internet platform has formed a model of "using the cultural attributes of the platform to determine the audience range-using the vertical characteristics of the platform to determine the market segmentation-using the social attributes of the platform to promote the secondary transformation of marketing-using the user characteristics of the platform for marketing monetization".In terms of marketing strategy,this paper believes that ECNUP’s channel selection strategy based on platform characteristics,product strategy for platform differences,and book pricing and promotion strategy are the keys to the company’s effectiveness in platform marketing in recent years.Finally,this paper analyzes the reference and thinking brought by East China Normal University Press to the book marketing based on the Internet platform of publishing enterprises,the Internet platform economy based on modern information technology is a new format of subversive significance to the traditional economy,the "price war" between the platforms in the past has made publishing companies lose their bargaining power to a certain extent,but the price war is facing the end is an inevitable trend,publishing enterprises must fully understand the characteristics of each platform and its operating mechanism,combined with their own positioning and advantages for book marketing.