OverDrive有声书协同营销策略的启示

发布时间：2018-04-24 12:04

  本文选题：协同营销 + 有声书　； 参考：《出版广角》2017年19期

【摘要】：随着有声书市场的日益繁荣,各大出版集团在数字化转型的过程中,均瞄准这一领域持续发力。美国OverDrive公司通过创造性的协同营销方式,纵向打通上下游产业链、横向联合各大平台,形成了自身独特的渠道优势,成为有声读物市场的领先者。文章从内容生产、渠道建设、产品推广三方面对OverDrive公司有声书协同营销策略进行剖析,得出协同营销策略使用的三点启示。
[Abstract]:With the increasing prosperity of audiobook market, publishing groups are aiming at this field in the process of digital transformation. Through creative cooperative marketing, OverDrive Company of the United States has formed its own unique channel advantages and become the leader in the audiobook market by traversing the upstream and downstream industrial chains and combining the major platforms horizontally. This paper analyzes the cooperative marketing strategies of audio books of OverDrive Company from three aspects of content production, channel construction and product promotion, and draws three inspirations on the use of cooperative marketing strategies.
【作者单位】： 福建工程学院人文学院;华南理工大学新闻与传播学院;
【基金】：2016年福建省教育厅社科项目(编号:GY-S16027)研究成果之一
【分类号】：G237.6-F
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本文编号：1796549