出版社微信营销策略研究

发布时间：2018-05-03 15:58

本文选题：出版社 + 微信营销　；参考：《辽宁大学》2017年硕士论文

【摘要】：在移动互联网工具中,作为微信重要自媒体应用,微信公众平台成为全新的营销平台,为各行业带来良好的传播效果。通过微信公众平台,出版社能够进行用户维护、推广图书信息,并达到树立品牌形象的目的。然而随着平台功能不断优化,出现了新的阶段特征,出版社只有主动把握住微信公众号运营的趋势并寻求营销的创新与改变,才能够在新挑战下占据一定的优势。本文首先梳理了微信公众平台营销和出版社微信营销的相关文献,系统阐述了出版社营销方式的演变过程,界定了研究对象。其次以多家出版社营销实例和第三方机构监测的八个月的数据为支撑,从整体营销态势、平台发布规律、出版社微信平台类型分布、出版社微信营销特征四个方面呈现了出版社微信公众平台的营销现状;但同时也存在出版社跨媒体融合不足、忽视微信公众平台的生命周期、交互模式相对单一等问题。最后运用传播学和营销学的经典理论观点,从构建出版社价值网、把握出版社微信公众平台生命周期、培养出版社新媒体专业主义精神三个方面,提出相应的实施策略。在不断变化的媒介生态语境下,本文希望能够丰富文化产品营销的相关研究成果,对于今后探讨出版社与社交媒体的结合、行业内微信营销的商业模式发展等产生一定的启示意义。
[Abstract]:In the mobile Internet tool, as an important self-media application of WeChat, WeChat Public platform has become a brand new marketing platform, bringing good communication effect for various industries. Through WeChat public platform, publishers can maintain users, popularize book information, and achieve the purpose of establishing brand image. However, with the continuous optimization of platform functions and the emergence of new stage features, publishers can only grasp the trend of WeChat public number operation and seek innovation and change in marketing, so that they can occupy certain advantages under the new challenges. This paper firstly combs the related literature of WeChat public platform marketing and publishing house WeChat marketing, systematically expounds the evolution process of publishing house marketing mode and defines the research object. Secondly, based on the marketing examples of several publishing houses and the data of eight months monitored by third-party organizations, from the overall marketing situation, the distribution of the platform distribution, the distribution of the publishing house WeChat platform type, Four aspects of the marketing characteristics of WeChat Publishing House present the marketing status of the public platform of WeChat Publishing House, but at the same time, there are also some problems such as the lack of cross-media integration, ignoring the life cycle of the WeChat public platform, and the relatively single interaction mode. Finally, using the classical theory of communication and marketing, this paper puts forward the corresponding implementation strategies from three aspects: constructing the publishing house value net, grasping the life cycle of the publishing house WeChat public platform, and cultivating the publishing house's new media professionalism spirit. In the context of changing media ecology, this paper hopes to enrich the relevant research results of the marketing of cultural products, and discuss the combination of publishing houses and social media in the future. The business model development of WeChat marketing in the industry has certain enlightening significance.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7-F

【参考文献】