Analysis of the Marketing Strategy of WeChat Reading App Based on the Four Ps of Marketing

DOI

10.2991/aebmr.k.210712.018How to use a DOI?

Keywords

Mobile reading app, WeChat reading app, The Four Ps of Marketing, Marketing strategy

Abstract

With the development of Internet technology and mobile terminals’ popularity, mobile reading apps have become a common way of reading in today’s society. This paper takes the WeChat Reading app as the object of studying. It examines the product, pricing, channel, and promotion strategies of the WeChat Reading app from The Four Ps of Marketing perspective. Through analysis, the combination of reading and social friend chain has become the most significant advantage of WeChat Reading over other mobile reading apps. At the same time, it also faces many problems such as the shift of reading focus, the proliferation of superficial reading, and a relatively single business model.This paper gives corresponding suggestions through analysis that the WeChat Reading app could be configured with more reading resources and improved platform innovation. The study is beneficial to the continuous iterative updating and better development of WeChat Reading and provides implications for other platforms of the same type.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuan Peng
PY  - 2021
DA  - 2021/07/12
TI  - Analysis of the Marketing Strategy of WeChat Reading App Based on the Four Ps of Marketing
BT  - Proceedings of the 2021 International Conference on Economic Development and Business Culture (ICEDBC 2021)
PB  - Atlantis Press
SP  - 103
EP  - 106
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210712.018
DO  - 10.2991/aebmr.k.210712.018
ID  - Peng2021
ER  -