世博图书的事件营销策略分析

发布时间：2018-06-06 17:36

本文选题：世博图书 + 事件营销　；参考：《北京印刷学院》2010年硕士论文

【摘要】：2010年上海世博会,举世瞩目。世博会以有限的时间和空间促进着人类文化交流与信息传播,文化贯穿于世博会的始终,而世博会的文化影响力也是人类文明进步的助推器。中国出版业以传播世博文化为己任,借此世博契机出版了大量的世博图书,有普及世博知识的,有演绎世博主题的,有服务上海世博的等。世博图书是世博文化的载体,同时也是商品,是出版社运用事件营销的产物。通过采用实证研究和定性研究相结合的方法,将事件营销理论与世博图书事件营销的实践相结合进行分析研究,总结了世博图书选题策划和宣传促销中运用的事件营销策略,具体有保持与事件发生发展的同步性、借助权威、借势名人、借事件参与者之势、新闻策、活动策、公益策和借力世博盖章热等,在此基础上,对《海宝来了》系列图书进行了案例分析,中国少年儿童新闻出版总社立足于向青少年传播世博文化,利用上海世博会吉祥物海宝,策划出版了此系列图书,并能充分借势造势,实现了社会效益和经济效益的双赢。研究中发现世博图书的事件营销中存在着选题略显贫乏、策略的使用上缺乏创新、营销规模小声势弱的问题,建议出版社深入挖掘事件内涵、巧思创意、加大投入。世博会虽已结束,但其后续效应将持续存在,出版社需要借势“后世博”继续做好世博图书的出版工作。
[Abstract]:The 2010 Shanghai World Expo has attracted worldwide attention. The Expo promotes the cultural exchange and information dissemination in limited time and space, and the culture runs through the Expo, and the cultural influence of the Expo is also the booster of the progress of human civilization. China's publishing industry takes the opportunity of spreading the Expo culture as its own responsibility to publish a large number of Expo books, such as popularizing the Expo knowledge, deducing the Expo theme, serving the Shanghai Expo, and so on. Expo book is the carrier of Expo culture and also the product of event marketing. Through the combination of empirical research and qualitative research, this paper analyzes and studies the event marketing theory and the practice of the event marketing of the Expo books, and summarizes the event marketing strategies used in the topic planning and promotion of the Expo books. Specifically, to maintain the synchronicity of the development and occurrence of the event, to rely on authority, to borrow the power of celebrities, to borrow the momentum of the participants in the event, to take advantage of the news policy, the policy of activities, the policy of public welfare, and to take advantage of the stamp craze of the World Expo, etc., on this basis, A case study of the series of books entitled "Haibao has come" has been carried out. The China Children's Press and publication Agency has planned and published this series of books based on spreading the Expo culture to young people and using Haibao, the mascot of the Shanghai World Expo, to plan and publish this series of books. And can make full use of the momentum, social and economic benefits to achieve a win-win. It is found that there are some problems in the event marketing of Expo books, such as the lack of topic selection, the lack of innovation in the use of strategies, and the weak marketing scale. It is suggested that the publishing house should dig into the connotation of events, think creatively and increase investment. Although the Expo is over, its follow-up effect will continue to exist, and publishers need to continue to do a good job in the publication of Expo books.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.83

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