AR技术在图书品牌营销中的应用

发布时间：2018-03-15 02:31

本文选题：品牌营销　切入点：图书品牌　出处：《中国出版》2013年21期 　论文类型：期刊论文

【摘要】：正随着我国出版市场竞争的加剧,图书产品营销过程中的品牌意识得到持续强化。图书不同于一般的消耗商品,它具有特殊性,一方面表现在它具有物质和精神的二重性,即它是实实在在的物品,也带给人们精神上的满足;另一方面是它需要消费者耗费大量的时间去进行挑选和阅读,即在商品的选择与消费过程中,消费者将支付比工业类消费品更多的时间成本。这些特性使得图书营销变得更加复杂和艰难,完全不
[Abstract]:With the aggravation of the competition in the publishing market of our country, the brand consciousness in the course of book product marketing has been continuously strengthened. The book is different from the general consuming goods, it has its particularity, on the one hand, it has the duality of material and spirit. That is, it is a real thing, but also brings people spiritual satisfaction; on the other hand, it requires consumers to spend a lot of time to choose and read, that is, in the choice and consumption of goods, Consumers will pay more time costs than industrial consumer goods. These features make book marketing more complex and difficult, not at all
【作者单位】：华南理工大学;
【基金】：“广东省优长学科、特色学科建设”专项资助课题“社会化媒体视阈下的整合品牌传播创新研究”研究成果(2013YCTS01) 国家教育部人文社科青年项目“数字技术背景下我国文化创意产业民生价值研究”研究成果(10YJCB60057))
【分类号】：G239.2-F

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