图书微博营销策略研究
发布时间：2018-10-08 19:04
【摘要】：本文选取新浪微博为样本，对图书微博营销的方式及现状进行了梳理和总结，结合实际案例的分析，提出了针对性的图书微博营销对策。 图书微博营销，为出版方搭建了一个对外发布信息、与目标读者直接有效交流的平台，其迅捷、便利、及时的反应模式极大地增强了与读者互动的广度和深度，在信息流通速度和效率方面有着其它营销渠道不可比拟的优势。目前，业界常用的有快讯式、话题式、赠阅式、参与式等营销方式，通过与读者之间的互动达到产品营销和品牌营销的目的。在对新浪微博各出版机构的微博营销进行实地调研后，笔者发现：当前出版界微博营销意识普遍薄弱、缺乏专业的微博营销团队；仅仅将微博视作传统营销手段的延伸，形式和内容缺乏创新；业界还未形成专业、统一、成熟的微博营销平台等缺陷。 针对上述缺陷和不足，，笔者提出了针对性的改善措施。首先，出版界应自觉加强微博营销的战略意识，合理利用微博，将其打造成为对外发布信息的平台，与读者在微博进行各种形式的互动，并且应确保互动的广度和深度，全程追踪、系统规划，从而达到长久的情感维护目的。同时，在微博内容与形式上进行创新，精心锤炼有趣、生动的微博语言，合理控制微博发布的数量与频率。最后，将微博营销与其他营销渠道及社会化营销平台整合，编织一个完整、丰富的图书营销网络提高图书微博营销的效率。
[Abstract]:This article selects Sina Weibo as the sample, has combed and summarized the way and the present situation of the book Weibo marketing, combined with the actual case analysis, has proposed the pertinence book Weibo marketing countermeasure. The book Weibo marketing has set up a platform for the publisher to publish information and communicate directly and effectively with the target readers. Its swift, convenient and timely response mode has greatly enhanced the breadth and depth of interaction with the readers. In the flow of information speed and efficiency has other marketing channels incomparable advantages. At present, some marketing methods, such as newsletter, topic, gift, participation and so on, are commonly used in the industry to achieve the purpose of product marketing and brand marketing through the interaction with readers. On the basis of a field investigation on the actual marketing by various publishing organizations of Sina Weibo, the author finds that the current publishing circles generally have weak marketing awareness and lack of a professional Weibo marketing team; they only regard Weibo as an extension of traditional marketing methods. Form and content lack of innovation; industry has not formed a professional, unified, mature Weibo marketing platform and other defects. In view of the above defects and deficiencies, the author puts forward targeted improvement measures. First of all, the publishing industry should consciously strengthen Weibo's strategic awareness of marketing, make rational use of Weibo, build it into a platform for publishing information to the outside world, and engage in various forms of interaction with readers at Weibo, and ensure the breadth and depth of the interaction. Complete tracking, system planning, so as to achieve a long-term emotional maintenance purpose. At the same time, we should innovate on Weibo's content and form, carefully temper the interesting and vivid Weibo language, and reasonably control the quantity and frequency of Weibo's publication. Finally, the author integrates Weibo marketing with other marketing channels and socialized marketing platforms, and weaves a complete and rich book marketing network to improve the efficiency of book Weibo marketing.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F;F724.6
本文编号：2257924
[Abstract]:This article selects Sina Weibo as the sample, has combed and summarized the way and the present situation of the book Weibo marketing, combined with the actual case analysis, has proposed the pertinence book Weibo marketing countermeasure. The book Weibo marketing has set up a platform for the publisher to publish information and communicate directly and effectively with the target readers. Its swift, convenient and timely response mode has greatly enhanced the breadth and depth of interaction with the readers. In the flow of information speed and efficiency has other marketing channels incomparable advantages. At present, some marketing methods, such as newsletter, topic, gift, participation and so on, are commonly used in the industry to achieve the purpose of product marketing and brand marketing through the interaction with readers. On the basis of a field investigation on the actual marketing by various publishing organizations of Sina Weibo, the author finds that the current publishing circles generally have weak marketing awareness and lack of a professional Weibo marketing team; they only regard Weibo as an extension of traditional marketing methods. Form and content lack of innovation; industry has not formed a professional, unified, mature Weibo marketing platform and other defects. In view of the above defects and deficiencies, the author puts forward targeted improvement measures. First of all, the publishing industry should consciously strengthen Weibo's strategic awareness of marketing, make rational use of Weibo, build it into a platform for publishing information to the outside world, and engage in various forms of interaction with readers at Weibo, and ensure the breadth and depth of the interaction. Complete tracking, system planning, so as to achieve a long-term emotional maintenance purpose. At the same time, we should innovate on Weibo's content and form, carefully temper the interesting and vivid Weibo language, and reasonably control the quantity and frequency of Weibo's publication. Finally, the author integrates Weibo marketing with other marketing channels and socialized marketing platforms, and weaves a complete and rich book marketing network to improve the efficiency of book Weibo marketing.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F;F724.6
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本文编号：2257924
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