看书网营销战略分析

网络小说市场是一个新型发展起来的特殊行业，当前鱼龙混杂，竞争激烈，明星效应和网站知名度在企业发展中占据重要地位，而看书网提出了以网站阅读为依托，无线阅读为主导，出版书籍相结合的发展模式，走特殊的发展战略。这在网络小说市场是一种大胆的尝试，有很好的研究价值和意义。本研究课题主要目的是要通过对看书网及看书网发展模式的研究，依据所学市场营销理论及通过实习所掌握的资料，分析看书网当前的市场营销策略，进而发现一些问题并提出自己的观点和建议。
本文对看书网的宏观环境及行业竞争现状进行详细分析，明确了看书网所处的外部环境。然后，运用SWOT分析法分析看书网的现状。再次，用营销战略原理分析的基本营销战略，明确看书网的目标市场，并在产品、价格、渠道和促销营销组合中予以实施，从而形成了一个看书网系统的营销策略，而且，对顾客的忠诚度和满意度进行分析，最后对营销策略在实施过程中应当注意的问题提出了建议，使营销策略具有一定的实用性和可操作性。

关键词：营销策略；SWOT分析；营销战略分析；营销组合战略分析；看书网
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Network novel market is a new developed special industries， the good and evil people mixed up，competition is intense，star effect and website popularity in enterprise development occupy the important position，and put forward by reading nets relying on site to read，wireless reading as the leading factor，the combination of published books development mode，go special development strategy. This novel in network market is a bold attempt，have very good research value and meaning. The main purpose of this research is to read through the nets and the reading nets development model of research， based on the market marketing theory and learned through the practice by the master of material，analysis of the current reading nets marketing strategies， and then found some problems and proposed some ideas and Suggestions.
In this paper, the reading nets the macro environment of competition in the industry and a detailed analysis of the present situation, has made clear the reading nets in the external environment. Then, using the SWOT analysis of the present situation of reading nets. Again, use marketing strategy analysis of the basic principle of marketing strategy, the clear reading nets target market, and in the product, price, place and promotion of marketing combination shall be implemented, thus forming a reading of the marketing strategy nets (systems), and, to customer loyalty and satisfaction analysis, finally to marketing strategy in the process of implementing attention shall be paid to the problem put forward the advice, and marketing strategy is practical and operability.

Keywords: marketing strategy; The SWOT analysis; Marketing strategy analysis; Marketing mix strategy analysis; Reading nets

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