出版社基于新媒体开展图书营销的调研及启示

Survey and Enlightenment of Online Marketing Models under New Media Environment

以"全国百佳图书出版单位"中的5所高校出版社为研究对象,分别对它们的论坛、博客、微博和微信营销平台的使用情况展开调查,根据各个营销平台的营销效果,创新性地提出新媒体环境下传统营销模式的优化策略:创新论坛营销思路,拓展博客营销领地,延伸微博营销模式,搭建微信营销平台。

There are many deficiencies in the traditional marketing mode of the book publishing, which needs integration and development with the new media to promote its publicity and promotion, This paper takes five universities press of ＂The National Top Book Publishing Units＂ as the research object, conducting an investigation respectively on their uses of Forum, Blogging, MicroBIog and WeChat marketing platform, Then, according to the marketing effect of various marketing platform, innovatively proposed the optimization strategy of the traditional marketing mode under the new media environment, They are to innovative the thoughts of forum marketing, to expand the territory of blog marketing, to extend the marketing model of MicroBIog and to build a marketing flat of WeChat,