移动互联网背景下JX出版企业营销策略研究

发布时间：2018-06-16 01:14

本文选题：移动互联网 + 营销策略　；参考：《江西师范大学》2017年硕士论文

【摘要】：当今,移动互联网进入了一个飞速发展的时期,也带动了出版行业的发展。在这一背景下,中小出版企业发展面临机遇与挑战,同时也面临许多新问题。中小传统出版企业如何适应新环境,并谋求新一轮发展是一个亟待解决的问题。本文以JX出版企业为典型案例,基于移动互联网背景发展背景,运用态势分析法(SWOT)对JX出版企业优势、劣势以及所面临的机遇和挑战进行分析的基础上,研究JX出版企业在移动互联网背景下营销现状和面临的问题。并通过访谈和实证研究,探讨移动互联网对JX出版企业消费者购买动机、心理期望以及消费者购买后的感受的影响。运用消费者行为决策理论,研究移动互联网产品、移动互联网服务以及移动互联网内容和信息传播、更新的速度对JX出版企业消费者购买行为决策的影响。最后结合移动互联网营销特征,结合出版企业发展实际,针对性地提出JX出版企业的营销策略。通过本文研究,进一步拓展了营销的研究范围,研究结果有利于提升JX出版企业营销水平,促进该企业的发展;对于中小出版企业在移动互联网背景下如何优化企业营销策略也有一定借鉴作用,同时也为政府职能部门制订促进移动互联网和中小出版企业发展相关政策提供参考。
[Abstract]:Today, the mobile Internet has entered a period of rapid development, but also led to the development of the publishing industry. Under this background, small and medium-sized publishing enterprises are faced with opportunities and challenges as well as many new problems. How to adapt to the new environment and seek a new round of development is an urgent problem for the small and medium-sized traditional publishing enterprises. This paper takes JX publishing enterprise as a typical case, based on the background of mobile Internet development, uses situation analysis method to analyze the strengths, weaknesses, opportunities and challenges faced by JX publishing enterprises. This paper studies the current marketing situation and problems faced by JX publishing enterprises under the background of mobile Internet. Through interviews and empirical research, this paper discusses the influence of mobile Internet on the consumer's purchase motivation, psychological expectation and the consumer's feeling after purchasing JX publishing enterprise. Based on the theory of consumer behavior decision, this paper studies the influence of mobile Internet products, mobile Internet services, mobile Internet content and information dissemination, and the speed of renewal on consumer purchase behavior decisions in JX publishing enterprises. Finally, combined with the characteristics of mobile Internet marketing and the actual development of publishing enterprises, this paper puts forward the marketing strategy of JX publishing enterprises. Through the research of this paper, the research scope of the marketing is further expanded. The research results are helpful to improve the marketing level of the JX publishing enterprise and promote the development of the enterprise. It can also be used as a reference for medium and small publishing enterprises to optimize their marketing strategies in the context of mobile Internet, and to provide reference for government departments to formulate policies to promote the development of mobile Internet and small and medium-sized publishing enterprises.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.22-F

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