近些年，国家市场经济稳定发展，助推了以网络文学为主的娱乐需求增长。同时网络文学相关的国家政策逐渐完善，盗版造成的损失逐渐减少。2018年免费阅读的兴起后，极大程度降低了网文阅读门槛，网文行业的用户规模开始飞速增长。尤其是在疫情时代中，人们宅家时间越来越多，用户逐步养成了移动阅读的习惯，网络文学逐渐成为用户主流娱乐方式之一。在流量时代下，免费阅读上半场战争已经结束，番茄小说依靠着字节系强大的媒体能力及商业化能力获得了胜利，番茄的日活用户数超过7000万，在各阅读APP中独占鳌头。当前的阅读市场基本饱和，各平台很难在做到像过去三年一样的高速增长，所以下半场的战争会是更为激烈的内容竞争。本以书旗小说为切入点，深入研究了网文行业兴起的时代背景及发展经历。本文利用文献研究、访谈事件、分析案例等方法来整理各网文平台当前的市场营销策略现状，分析书旗小说的发展历程及市场营销策略，并利用PEST和4P组合营销来分析书旗小说在网文行业中的优势与不足，为书旗小说市场营销策略的制定提供依据。整体来看，书旗在经营方面有其独特的优势，也有显著的不足，书旗需要利用好自己的优势，并且持续补齐短板，才能在“内容为王”的下半场战争中走的更远。本文的研究重点在于分析网文行业当前的市场环境，以及头部平台的市场营销策略，最终为书旗小说的增长营销策略提出优化建议，希望可以为企业的发展战略提供参考。

In recent years, development of the national market economy has boosted the growth of entertainment demand. At the same time, the national policies related to network literature are gradually improved, and the losses caused by piracy are gradually reduced. After the rise of free reading in 2018, the threshold of online reading has been greatly lowered, and the user scale of online writing industry has started to grow rapidly. Especially in the era of epidemic, people spend more and more time at home, and users gradually develop the habit of mobile reading. Online literature has gradually become one of the mainstream entertainment ways for users.In the era of traffic, the war of free reading in the first half has ended. Tomato Novel has won the victory by relying on the powerful media ability and commercialization ability of bytes. The number of daily active users of Tomato has exceeded 70 million, which ranks first among all reading apps. The current reading market is basically saturated, and it is difficult for all platforms to achieve the same rapid growth as in the past three years, so the second half of the war will be more intense content competition.With Shuqi novels as the entry point, this paper makes an in-depth study of the era background and development course of the rise of the network literature industry. this paper sorts out the current marketing strategies of various online literature platforms, analyzes the development process and marketing strategies of Shuqi novels, and uses PEST and 4P combined marketing to analyze the advantages and disadvantages of Shuqi novels in the online literature industry, so as to provide a basis for the formulation of marketing strategies of Shuqi novels.On the whole, Shuqi has unique advantages in management, but also has significant shortcomings. Shuqi needs to make good use of its advantages and continuously improve its weaknesses, so as to go further in the second half of the war of "content is king". The research focus of this paper is to analyze the current market environment of the web literature industry, as well as the marketing strategy of the head platform, and finally put forward optimization suggestions for the growth marketing strategy of Shuqi novels, hoping to provide a reference for the development strategy of enterprises