全媒体时代有声读物的市场策略探究

发布时间：2018-03-04 05:10

本文选题：有声读物　切入点：消费需求及体验　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：本文在全媒体时代的语境下,以有声读物这种出版物形式为研究对象,运用传播学、出版学、消费行为及心理学、品牌学的相关原理,阐述有声读物的分类、功能及特点等发展概况,全媒体时代的技术变革、读者消费习惯的改变、国家政策的支持以及对全民阅读的倡导等市场机遇,说明其有较大的发展空间。通过分析有声读物受众的消费需求、消费动机和消费体验,阐述有声读物的产品逻辑,即有声读物是在受众消费需求变化的基础之上不断调整其适应性而满足受众需求,并提升其消费体验的。基于此,结合国内外有声读物的成功案例,来提出出版企业开发和维护有声读物市场的相关策略,笔者认为,出版企业要在精准定位受众的基础上进行市场开发,并通过挖掘潜在受众,运用全媒体的营销手段提高有声读物的受众认知度;通过有声读物品牌的塑造和维护、探索有声读物的最佳盈利模式以及为受众提供基于有声读物内容的增值服务等策略对有声市场进行维护,提高受众的消费体验,满足消费需求,以期为出版企业提供借鉴。
[Abstract]:In the context of the whole media era, this paper discusses the classification of audiobooks by using the relevant principles of communication, publishing, consumer behavior and psychology, and brand studies, taking the form of audiobooks as the research object. Such market opportunities as the development of functions and characteristics, technological changes in the media era, changes in readers' consumption habits, support from national policies and advocacy for universal reading, Through analyzing the consumer demand, consumption motivation and consumption experience of the audience of audiobooks, this paper expounds the product logic of audiobooks. That is, audiobooks constantly adjust their adaptability to meet the needs of the audience on the basis of the changes in consumer demand of the audience, and improve their consumption experience. Based on this, combined with the successful cases of audiobooks at home and abroad, To put forward the relevant strategies for publishing enterprises to develop and maintain the audiobook market. The author believes that publishing enterprises should develop the market on the basis of accurate positioning of the audience and tap the potential audience. The use of media marketing means to improve the audience awareness of audiobooks; through the creation and maintenance of audiobooks brand, To explore the best profit model of audiobooks and to provide the audience with value-added services based on the content of audiobooks to maintain the audio market, to improve the audience's consumption experience, to meet consumer needs, in order to provide reference for publishing enterprises.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G237.9-F

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