This study investigates how Shanghai Literature Press (SLP), a prominent Chinese publisher, leverages digital marketing tools to transform revenue models and enhance consumer engagement. Through a mixed-methods approach combining financial analysis, social media metrics, and semi-structured interviews, the paper evaluates the efficacy of SLP’s strategies, including WeChat mini-programs, Douyin (TikTok) campaigns, and AI-driven content recommendations. Results indicate a 45% revenue increase from digital channels (2020–2023) and a 60% rise in user interaction rates. However, challenges such as algorithmic bias and data privacy compliance under China’s Personal Information Protection Law (PIPL) persist. The findings offer actionable insights for publishers navigating digital transformation in regulated markets.

Keywords: Digital marketing, publishing industry, consumer engagement, revenue models, China, Shanghai Literature Press.

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