O2O模式下专业出版社的营销策略探析

发布时间：2018-03-29 10:12

本文选题：OO　切入点：出版营销　出处：《中国出版》2015年07期

【摘要】：O2O作为线上与线下运营相联通的商业模式,对于当前专业出版社的营销具有深远的意义。专业出版社的O2O营销,不但应当注重线上与线下的运营手段,更应当重视线上入口与线下出口之间的介质——"用户数据"。在大数据时代,专业出版社应当最大限度地抓取、维护具有"精确制导"功能、富于温度的"用户数据",有效贯通线上入口与线下出口,构建以多元化的、可以有效吸引特定读者群的线上入口为导引,以线下扎实的图书产品和图书销售体验、阅读体验为基础,以聚合特定专业读者群的用户数据为内核的系统,最终形成海量的、忠实的读者群体。
[Abstract]:O2O, as a business model that connects online and offline operations, has far-reaching significance for the marketing of professional publishing houses. O2O marketing of professional publishing houses should not only pay attention to the online and offline means of operation, More attention should be paid to the medium "user data" between the online entrance and the offline exit. In big data's time, professional publishing houses should grasp and maintain the "precision guidance" function to the maximum extent. Rich in temperature "user data", effectively connecting the online entrance and offline exit, building a diversified, can effectively attract a specific audience of online access to guide, with offline solid book products and book sales experience, Based on the reading experience, the system based on aggregating the user data of a specific professional reader group forms a massive and loyal audience.
【作者单位】：中国人民大学文学院;
【分类号】：G239.2-F

【相似文献】