关键词: 互联网, 4P 理论, SIVA 理论, 出版营销

Abstract:

As the development and popularization of the Internet has enhanced consumers’right of saying
and diverse personalized needs, the traditional 4P theory, which places enterprise as the core and applies
to mass production, large-scale distribution and large-scale consumer market, has been difficult to adapt
to the new market environment effectively. The SIVA theory, a new marketing model, which is consumercentric and solution-driven, can transform product into solution, promotion into information, price into value
and place into access. In the face of increasingly fierce market competition, publishing enterprise can learn
from SIVA marketing theory, placing consumers at the starting point of the marketing process, getting to know
consumers’real problems before looking for a reasonable solution to meet their actual needs. In this process,
a variety of required information must be updated for consumers, and the value of the program and the total
cost of the customer must be weighed to improve consumers’awareness of the value of the solution, so that
consumers can have convenient access to obtaining a solution.