摘要
互联网时代,微博平台成为出版社打破传统窠臼、适应市场需求的营销利器。越来越多的出版社投入到高速度、低成本的微博营销实践中。目前,出版社微博营销的策略主要从内容、互动和整合等几方面展开,同时也有效地利用了名人效应、多账号运营和危机公关等措施。成功的营销使得微博成为出版社的新书推广平台、读者互动平台、资源开发平台和品牌维护平台。
In the era of Internet, micro blog becomes a sharp weapon to break away from convention to meet the market demand. More and more publishing companies join the high speed and low cost micro blog marketing practice. The marketing strategy of publishing hours through micro blog develops in its content, the interaction and integration, and at the same time, celebrity charm, muhi-account sign-ins and crisis public relations are also in effective use. Success in marketing through micro blog has made micro blog a platform for new book promotion, interaction among readers, sources exploration and brand maintenance.
出处
《山东理工大学学报（社会科学版）》
2013年第1期77-81,共5页
Journal of Shandong University of Technology（Social Sciences Edition）
关键词
出版社
微博
微博营销
publishing
micro blog
marketing strategy
