出版业网络直播营销研究

发布时间：2018-05-23 20:43

  本文选题：出版业 + 网络直播　； 参考：《出版科学》2017年02期

【摘要】：网络直播的普及为出版业提供了新的营销场所。有别于以往自上而下逐层推进的传统营销模式,出版业网络直播营销通过直播平台,避开诸多中间环节,有效将营销方和消费者进行垂直对接,颠覆了传统的图书营销模式。具有用户广泛、垂直精确、用户忠诚度较高、利润丰厚等优点,但也存在政策、技术、资金、竞争等方面的风险,在经过合理的规范和引导后将成为图书营销领域中重要的组成部分。
[Abstract]:The popularity of webcast provides a new marketing place for the publishing industry. Different from the traditional marketing mode, which was pushed from top to bottom, the publishing network direct broadcast marketing can avoid a lot of intermediate links, effectively connect the marketing side with the consumers, and subvert the traditional book marketing mode. With a wide range of users, vertical accuracy, high customer loyalty, lucrative and other advantages, but there are policy, technology, capital, competition and other risks, After reasonable standardization and guidance, it will become an important part in the field of book marketing.
【作者单位】： 《杭州电子科技大学学报》编辑部;杭州电子科技大学人文与法学院;
【基金】：国家社会科学基金一般项目“中国共产党出版史资料整理与研究(1921—1949)”(16BDJ048)的阶段性研究成果
【分类号】：G239.2-F
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本文编号：1926302