社交媒体环境下美国大众图书运营策略研究

发布时间：2018-05-07 20:47

本文选题：社交媒体 + 美国大众图书　；参考：《河北大学》2017年硕士论文

【摘要】：美国大众图书业历史悠久,是当今世界图书出版业的掌舵者。美国也是社交媒体的萌生之地,孕育了众多现象级的社交媒体。随着社交媒体的发展壮大,它对大众图书的影响越来越深入,颠覆了美国大众图书的传统运营理念,使大众图书刻上了社交媒体的烙印。美国大众图书运营进入了社交媒体时代。美国大众图书运营面临的变革与机遇主要体现在三方面:大众图书的运营主体与图书类目增加,社交媒体发展势头强劲,与大众图书运营融合度高。社交媒体环境下,美国大众图书的运营策略集中在以下方面:内容运营精准化,市场运营社会化,用户运营互动化。即以用户兴趣为中心进行内容生产;运用社会化营销策略传播大众图书;增加与读者的互动机会,提高互动效果。但是,在社交媒体的参与下,美国大众图书运营也面临了新的问题。衍生出版盈利难,作者的知名度制约社交媒体关注度,负面消息传播速度快,社交广告引发读者信息倦怠,社交媒体使用侵占阅读时间。对此,需要提高草根作者的影响力,及时与用户进行互动,打造人性化的传播,提高衍生作品的附加值,提高实际阅读转化率。美国大众图书的运营策略为我国大众图书运营提供了经验。我国出版社要强化社交媒体运营意识,提高优质原创内容的比重,增加读编互动,利用多种社交媒体,发掘社交媒体的深度功能,分析社交媒体信息的传播路径,发挥关键节点的引爆作用。
[Abstract]:The American mass book industry has a long history and is the leader of the world's book publishing industry. The United States is also the birthplace of social media, the birth of many phenomenon-level social media. With the development of social media, the influence of social media on popular books is getting deeper and deeper, which subverts the traditional operation idea of American popular books, and makes popular books be branded as social media. American popular book operation entered the social media age. The changes and opportunities faced by the operation of American popular books are mainly reflected in three aspects: the increase of the main body of operation and the category of books, the strong development momentum of social media, and the high degree of integration with the operation of popular books. In the social media environment, the operation strategy of American popular Books is focused on the following aspects: content operation precision, market operation socialization, user operation interactive. That is to say, the content production is centered on the user's interest; the socialized marketing strategy is used to spread the popular books; to increase the chances of interaction with the readers, and to improve the interactive effect. However, with the participation of social media, American popular book operation also faces new problems. The popularity of the author restricts the attention of social media, the speed of negative news spreading, the information burnout caused by social advertising, and the use of social media encroaches on reading time. Therefore, it is necessary to improve the influence of grassroots writers, to interact with users in time, to create humanized communication, to increase the added value of derivative works and to increase the actual conversion rate of reading. The operation strategy of American popular Books provides experience for the operation of Chinese popular Books. China's publishing houses should strengthen the awareness of social media operation, increase the proportion of high-quality original content, increase the interaction of reading and editing, utilize various social media, explore the deep functions of social media, and analyze the dissemination path of social media information. Play the role of detonation of key nodes.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G239.712-F

【参考文献】