微博中图书营销的局限性分析

发布时间：2018-02-28 09:45

本文关键词： 图书营销微博营销局限性解决办法　出处：《华中科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：作为web2.0的产物，微博以它在信息发布和信息传播领域的简易高效著称，在这个新的信息传播平台上，其病毒式的传播方式使其传播速度高于此前任何一种传播媒介，，呈现出几何级的裂变式传播。这种传播特点让众多企业开始尝试利用这种新的传播形态为营销开辟新的路径。微博受众海量和裂变传播的特点也引起了出版界的关注，作者、出版社、书店等出版各流程参与者都开始将微博纳入自己的营销体系。本文以逆向思维出发，在分析微博中图书营销现状的基础上，结合新浪微博上的真实数据，对图书微博营销的局限性进行了分析，并提出了对应的解决办法。微博营销在我国还属于新兴事物，国内目前并没有成熟的土壤来培育图书的微博营销，在肯定微博作为图书营销工具的可能性与合理性的基础上，我们必须承认这种新型的图书营销方式还在许多方面都存在问题。笔者将这些问题主要归纳为以下方面：第一，内容不够人性化，推广生硬；第二，微博上与读者的关系偏于单向，互动沟通不强；第三，微博中图书营销的创新性不强；第四，图书微博营销的品牌意识欠缺。这些局限性的产生原因涉及到客观和主观两个方面。针对归纳出的局限性，本文在对其产生的原因从客观和主观方面进行分析后，给出了相应的解决思路。首先，要增强微博内容的人情味，充分考虑读者的感受；其次，要建立双向的互动模式，积极与读者交流沟通；再次，要创新微博中图书营销的推广方式；最后，要学会塑造个性化的品牌形象。
[Abstract]:As a product of web2.0, Weibo is famous for its simplicity and efficiency in the field of information dissemination and information dissemination. In this new information dissemination platform, its viral mode of communication makes it spread faster than any previous medium. This kind of communication characteristic causes many enterprises to try to use this new communication form to open up a new path for marketing. Weibo's mass audience and fission communication characteristics have also attracted the attention of the publishing circles, the author, Publishing houses, bookstores and other publishing process participants began to incorporate Weibo into their own marketing system. Based on the analysis of the present situation of books marketing in Weibo, this paper analyzes the limitation of the marketing of book Weibo on the basis of analyzing the actual data of the book marketing in Weibo, and puts forward the corresponding solutions. Weibo marketing is still a new thing in our country. At present, there is no mature soil in China to cultivate the book Weibo marketing. On the basis of affirming the possibility and rationality of Weibo as a book marketing tool, We must admit that there are still many problems in this new way of book marketing. The author sums these problems into the following aspects: first, the content is not humanized, the promotion is stiff; second, The relationship between Weibo and readers is one way and the interaction is not strong; third, the book marketing innovation is not strong in Weibo; 4th, There is a lack of brand consciousness in book Weibo's marketing, and the causes of these limitations involve both objective and subjective aspects. In view of the limitations, this paper analyzes the reasons for their emergence from the objective and subjective aspects, and gives the corresponding solutions. Firstly, it is necessary to enhance the human nature of Weibo's content, fully consider the reader's feelings; secondly, To establish a two-way interactive model, and actively communicate with the reader; third, to innovate Weibo's book marketing promotion; finally, to learn to shape the personalized brand image.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G239.2-F

【相似文献】