Research On The Promotion Of Marketing Strategy For Popular Books Of WX E-commerce Company

The book industry is entering an era of competition for internet traffic.Publishers and distributors are being hit by the low discounts of e-commerce platforms,resulting in a phenomenon where there are "no discounts,no sales" in the book industry.The oncesolid advantage of publishers crafting high-quality content is gradually eroding,and some traditional distribution companies have no choice but to launch a new round of warfare revolving around price and sales volume.This "price-for-volume" approach has made the decades-long "price war" in the book market increasingly intense.To maintain competitiveness and market share in this traffic-driven era,retaining old customers and implementing cutting-edge marketing strategies are crucial for the survival of the traditional book industry.Using WX Company as a case study,this paper aims to increase mass-market book sales by retaining old customers through improved marketing strategies.The PEST analysis is employed to investigate the internal and external environments of WX Company,confirming the urgency and necessity of optimizing its marketing strategies.Market questionnaires and analysis of the survey results reveal the weak points and problems related to WX Company’s marketing efforts.In-depth interviews with relevant personnel explore the causes of these issues.Finally,the 4I principles of integrated internet marketing are used to comprehensively upgrade and optimize WX Company’s marketing strategies based on the survey results and interviews,proposing targeted solutions and corresponding measures.The optimized marketing strategies not only allow WX Company to accurately seize market opportunities but also help it face market challenges.More importantly,as a representative state-owned enterprise and industry leader,WX Company shares many common marketing challenges with most of its peers.Research on optimizing marketing strategies can provide a reference for similar companies in the book industry and serve as a guide for the marketing model of China’s book industry as a whole.