在当今互联网时代的大背景下，大多数企业利用互联网科技发展业务和展示 企业形象，把互联网宣传的重点放到了企业网站宣传上，以此来吸引用户浏览或 关注，进而达到营销的目的。但是，App 作为企业互联网技术的标识，要占领用 户的智能手机桌面和吸引用户眼球，App 是当今企业必不可少的营销工具。App 营销时代的黄金期已经来袭，在当今互联网的大势背景下，企业营销变革向着“互 联网+”的方向发展已成必然。互联网在放大优质资源的同时也突破供求瓶颈， 现代社会的新生一代决定了很多欧亿·体育（中国）有限公司突增。然而在线学习通过解决时间、距离、 容量、教育资源的稀缺性等问题，有效的解决了线下教育供求失衡的弊端。 与此同时，广大的消费群体已经习惯了网络消费便捷性，逐步形成了“互联 网化和社区化”行为，这为移动互联网 App 应用和营销奠定了良好的人文基础。 可是，在发展势头如此良好的市场背景和环境条件下，国内图书市场线上平台尤 其是手机端目前还没有一家专门做教辅类图书音频资源共享的平台。我国图书发 行出版欧亿·体育（中国）有限公司的市场规模随着社会的发展和科技的进步正在逐步的扩张和发展壮 大，其可持续发展能力也是在本领域和未来的扩张经营中保持优势的，如此良好 的市场环境和技术背景为“读书声”App 的产生和发展提供了用户基础和广阔的 发展空间。 本文主要从六个方面剖析了北京曰曰科技有限公司“读书声”App 营销策略 相关问题。第一部分：主要对“读书声”App 的研究背景、研究意义，国内外研 究现状，研究内容和方法做了介绍；第二部分：总结归纳了市场营销及互联网营 销相关理论和概念，为下文研究奠定了相关的营销策略理论基础；第三部分：主 要从宏观环境和市场环境两方面对“读书声”App 营销环境做了相应的分析；第 四部分：定性定量的分析了“读书声”App 市场营销概况，指出了“读书声”App 营销现状中存在的问题，并分析了原因；第五部分：本文的核心内容，结合第二 部分的理论基础，提出了“读书声”App 整体营销策略，即产品策略、价格策略、 用户定位策略和营销渠道策略；第六部分：从营销组织建设、底层业务规则、内 容体系支持、营销激励方案、营销资金保障及专业人才的培养和引进五个方面提 出了“读书声”App 营销策略实施保障措施。II 本文主要以定性定量相结合的形式，分析归纳了“读书声”App 的营销现状、 问题及原因，并提出了具有系统性，针对性性和可操作性的多种营销方式相结合 的营销策略和实施保障措施，目的在于对企业后期营销推广具有一定的指导意义。 关键词：APP; 市场营销；网络营销；营销策略III RESEARCH ON MARKETING STRATEGY OF “DUSHUSHENG” APP OF BEIJING YUEYUE SCIENCE AND TECHNOLOGY CO., LTD. Abstract In the context of current Internet era, most enterprises use Internet technology to develop their business and display their corporate image, and focus on the promotion of enterprise websites in order to attract users to browse or pay attention to it. And then achieve the purpose of marketing. However, as the logo of enterprise Internet technology, App is an indispensable marketing tool for enterprises in order to occupy users’ smart phone desktop and attract users’ attention. The golden age of App marketing has come. Under the background of the Internet today, it is inevitable that the enterprise marketing reform will develop to the direction of the Internet. The Internet not only amplifies the high-quality resources but also breaks through the bottleneck of supply and demand. The new generation of modern society determines the rapid growth of many industries. However, by solving the problems of time, distance, capacity and scarcity of educational resources, online learning has effectively solved the malpractice of the imbalance between supply and demand of offline education. At the same time, the vast number of consumer groups has become accustomed to the convenience of network consumption, and gradually formed the behavior of the Internet and community, which has laid a good humanistic foundation for the mobile Internet App application and marketing. However, under the market background and environmental conditions with such a good momentum of development, the online platform of the domestic book market, especially the mobile phone terminal, currently does not have a platform for sharing audio resources for teaching and auxiliary books. With the development of society and the progress of science and technology, the market scale of our country book distribution and publishing industry is gradually expanding and growing, and its sustainable development ability also maintains its advantages in this field and in the future expansion and operation. Such a good market environment and technical background provide the user base and broad development space for the emergence and development of “Dushusheng” App. This paper mainly analyzes the problems related to the “Dushusheng” App marketing strategy of Beijing Yueyue Science and Technology Co., Ltd from six aspects. The first part mainlyIV introduces the research background, significance, domestic and foreign research status, research contents and methods of Dushusheng App. The second part lays the theoretical foundation of marketing strategy for the following research, summarizes the marketing and Internet marketing related theories and concepts; The third part analyzes Dushusheng ” App marketing environment mainly from the macroscopic environment and the market environment two aspects; The fourth part analyses the Dushusheng App marketing overview with qualitative and quantitative methods, and points out the Dushusheng App marketing problems, and analyzes the reasons; The fifth part is the core content of this paper, combines with the second part of the theoretical basis, and puts put the Dushusheng App overall marketing strategy, namely product strategy, price strategy, user positioning strategy and marketing channel strategy; The sixth part proposes the Dushusheng App marketing strategy implementation safeguard measure from the marketing organization construction, the bottom business rules, the content system support, the marketing incentive scheme, the marketing fund guarantee and the professional personnel training and the introduction five aspects. Through the combination of qualitative and quantitative analysis of Dushusheng App, this paper puts forward the pertinence of its current marketing situation, problems, reasons, countermeasures and safeguard measures. Practical and maneuverable marketing strategies are combined with various marketing methods, the purpose of which is to have a certain guiding significance to the marketing promotion in the later stage of the enterprise. Key words: APP; Marketing; Network marketing; The marketing strategyⅤ 目 录 中文摘要..................................................................................................................... I Abstract......................................................................................................................III 第一章 绪论............................................................................................................1 1.1 选题背景与意义.............................................................................................1 1.2 国内外研究现状.............................................................................................4 1.3 研究内容与方法.............................................................................................8 第二章 营销策略相关理论..............................................................................11 2.1 相关概念界定...............................................................................................11 2.2 市场营销理论...............................................................................................16 2.3 STP 营销理论................................................................................................18 第三章 北京曰曰科技有限公司“读书声”App 营销环境分析.............22 3.1 “读书声”App 营销宏观环境分析................................................................22 3.2 “读书声”App 营销市场环境分析................................................................31 第四章 北京曰曰科技有限公司“读书声”App 营销问题分析.............45 4.1 “读书声”App 营销现状................................................................................45 4.2 “读书声”App 营销问题................................................................................49 4.