关键词: 数字出版物 丨营销策略 , 丨电子图书

Abstract:

The construction of digital publications marketing can promote the rapid development of digital publishing industry.
4R marketing theory, namely, association, reaction, relationship, return, is the new research of marketing theory. Based
on the 4R marketing theory, taking e-books as an example, this article analyzed problems of digital publications in China, and
put forward some suggestions to improve the digital publications marketing.