传统图书的新媒体营销渠道及策略研究

Traditional Book’s New Media Marketing Channels and Strategies

首先阐述新媒体营销的概念和特质,然后系统梳理微博、网站、博客、手机等各类新媒体进行图书营销的具体渠道与策略,最后提出传统图书的新媒体营销也应整合不同优势媒介的营销传播渠道,充分发挥互补协同功能,以获取图书的最佳营销效果。

This study firstly expounded concepts and characteristics of new media marketing, and then systemati cally analyzed all kinds of new media book marketing channels and strategies,including micro blogging,websites, blogs, cell phone, etc. At last, to get the best marketing effect of books, this study thought new media marketing of traditional book should integrate marketing communication channels of different strengths media and give full play to complementary and synergistic function.