新媒体环境下实体书店的品牌构建与营销研究——以单向街书店为例

发布时间：2018-03-02 21:17

本文选题：实体书店　切入点：出版品牌　出处：《出版广角》2017年06期 　论文类型：期刊论文

【摘要】：新兴媒体与移动电商的迅猛发展,给实体书店带来诸多挑战,也为实体书店的品牌构建和营销带来了新的机遇。单向街书店作为实体书店成功转型的代表之一,它不仅利用新媒体进行了出版品牌与理念的宣传,还有效地实现了全媒体的营销并获得成功。文章以单向街书店为例,对其品牌构建的手段以及新媒体营销模式进行探析,以期对当前实体书店的新媒体营销和出版品牌的推广提供借鉴。
[Abstract]:The rapid development of new media and mobile e-commerce business brings many challenges to physical bookstores, and also brings new opportunities for the brand construction and marketing of physical bookstores. As one of the representatives of the successful transformation of physical bookstores, One-way Street Bookstore is one of the representatives of the successful transformation of physical bookstores. It not only makes use of the new media to propagate the publishing brand and the idea, but also realizes the marketing of the whole media effectively and obtains the success. This article takes the one-way street bookstore as an example, analyzes the means of its brand construction and the new media marketing mode. In order to provide reference for the current physical bookstore new media marketing and publishing brand promotion.
【作者单位】：郑州工商学院;
【分类号】：G239.23-F

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