摘要
文章从平台经济和运行机制关系特征入手,对出版产业营销渠道的平台转向进行分析,认为传统的出版营销模式在平台机制中已不适用,需要根据平台特性,围绕产业链核心资源,拓宽出版直播运营思路,匹配直播平台特性,积极探索定制出版。
From the characteristics of platform economy and operational mechanism,the paper analyzes the platform shift of the marketing channels of the publishing industry,and considers that the traditional publishing marketing model is not applicable to the platform mechanism.According to the characteristics of the platform,we need to broaden the ideas of publishing live broadcast operation around the core resources of the industrial chain,and actively explore customized publishing according to the characteristics of the live broadcast platform.
作者
李晶
Li Jing(Communication Research Institute,Communication University of China,Beijing,100064)
出处
《出版科学》
CSSCI
北大核心
2021年第4期63-69,共7页
Publishing Journal
基金
2020年度国家广播电视总局部级社科研究项目“5G条件下网络视听新业务管理研究”(GDT2015)成果之一。
关键词
平台经济
平台机制
出版产业
直播营销
流量用户
Platform economy
Platform mechanism
Publishing industry
Live broadcast marketing
Traffic users
