基于4C理论的出版业网络营销对策研究

A Study on the Strategy of E-marketing in Publishing Industry Based on Theory of 4Cs

网络营销以其特有的优势,已成为出版业整体营销战略的重要组成部分,并对其生存和发展产生越来越大的影响。然而,由于目前出版业对网络营销在认识上还存在一些误区,从而影响到出版业网络营销的具体实施和成效。本文首先探讨了出版业网络营销的内涵及优势,并以4C理论为依据,提出出版业实施网络营销的相应对策。

Online marketing shows its great advantages over the traditional marketing, and becomes the most important part of the whole marketing strategy in publishing industry. It has a great impact on the survival and development of publishing companies However, the current situation of online-marketing implementation in publishing industry is not as expected due to people＇s misleading understanding. The paper discusses the connotation and advantages of online marketing in publishing industry and surports some reader-focused strategies based on theory of 4Cs.