基于传统阅读文化视阈的电纸书营销概念构想

The Marketing Concept of E-ink Books Based on the Traditional Cultural Perspective

纵向来看,阅读文化和阅读介质一样,都是一脉相承的。传统阅读文化中对知识和文化的追求和对传统社会伦理关系的规范,能给电纸书在营销概念上带来两点启示:其一,电纸书是一种文化商品,电纸书相关企业要以电纸书和消费者为范畴建立核心价值观;其二,利用传统阅读文化对伦理关系的规范作用,注重开拓培育家庭市场。

A longitudinal look at reading culture and reading medium indicates that they are both from the same origin. Traditional reading culture not only pursuits the knowledge and culture but also limits the traditional social ethics. This brings two enlightenments about the marketing concept of E-ink books： firstly, since an E-ink book is a kind of cultural product, the enterprises should structure the core values based on E-ink books and their consumers; secondly, the enterprises should try to breed the domestic market with the help of the ethics norms limited by the traditional reading culture.