关键词: 移动互联网, 营销模式, 出版发行业, 管理改革

Abstract:

This paper starts from the four current problems of the China’s publishing and distribution industry in the mobile internet marketing mode, then excavates the causes of these problems from five aspects, as policy, system, consciousness, and so on. Through the above analysis, it puts forward three suggestions of management reform on how to deal with the mobile internet marketing mode, and they are industrial policy,industry organization and enterprise strategy on the macro, medium and micro level.