基于社群经济的图书营销效果提升策略

发布时间：2018-02-27 07:37

本文关键词： 社群经济图书营销模式分类营销要素　出处：《出版发行研究》2017年08期 　论文类型：期刊论文

【摘要】：随着网络社群交际方式的崛起,社群经济为出版营销领域带来革命性影响,以受众为核心的图书社群营销已经成为不可忽视的发展趋势。本文按照社群中受众的参与程度,将图书社群营销模式划分为受众主导型、平台引导型和意见领袖型三种类型,运用4C理论分析出版机构社群营销模式的基本要素,并对三种社群营销模式提升营销效果提出建议。
[Abstract]:With the rise of network community communication mode, the community economy has brought revolutionary influence to the field of publishing marketing. The book community marketing with the audience as the core has become a development trend that can not be ignored. This paper is based on the participation of the audience in the community. The book community marketing model is divided into three types: the audience leading type, the platform leading type and the opinion leader type, and the basic elements of the publishing institution community marketing model are analyzed by using 4C theory. And the three community marketing models to improve the marketing effect of the recommendations.
【作者单位】：辽宁大学新闻与传播学院;南京大学信息管理学院;
【基金】：2016年度辽宁省社会科学基金规划委托项目(L16WTB025) 2016年度辽宁省社会科学规划基金项目(L16DXW001)的阶段性成果国家留学基金资助
【分类号】：G235

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