COMMUNITY MARKETING OF E-MAGAZINE IN WEB2.0 ERA
ABSTRACT: In web2.0 era, E-magazine obtains great favor because of strong media interactive, multimedia expressive and low barriers. At present, with the development of the industry, E-magazine has got two times VC, and printing magazines have been the main content producer. However, it’s difficult to get profit. The partial location and over-reliance of production on traditional media should be the main reason. In addition, advertisers have the lack of knowledge and understanding for E-magazine advertising model. We find that the industry's most fundamental problem is managers have not a deep enough comprehension to the web2.0 features of E-magazine. The first question we need to solve which lay ourselves out of trouble is attracting more and more stable users. Community marketing is one of representative ways of web2.0 marketing, and the application of Long Tail Theory and Six Degrees to Internet allows users to control information dissemination initiative. Community marketing can be enhanced by improving the customer experience and the practice of user interaction, which to help the E-magazine to win the loyalty of large number users, in order to create favorable conditions for precision marketing.
Key words: E-magazine, web2.0, Community marketing
