基于传播“5W”模式解读出版社微信营销的应用

The Application of Wechat Marketing by Publishing Houses Based on the “5W” Mode of Communication

微信等网络新媒体的广泛应用为出版社营销活动的开展提供了新的手段。基于拉斯韦尔传播"5W"模式分析出版社微信营销在目标定位、传播内容与形式、信息传递与接收过程、受众定位与范围、信息传播效果等方面的应用特点,从载体功能合理化、营销信息优质化、营销策略多元化、运营管理规范化等方面详细阐述出版社微信营销的应用策略。

The wide application of new online media, such as Wechat, provides new means for press marketing. Based on the Lasswell＂5W＂ mode of communication, this article analyses the application characteristics of Wechat marketing by publishing houses in terms of target positioning, communication content and form, the process of information sending and receiving, audience orientation and range, and information communication effect. Detailed Wechat marketing application developmental strategy by publishing houses from the aspects of the rationalization of the carrier function, the qualification of the marketing information, the diversification of the marketing strategy, the standardization of marketing operation and management are explained in this paper.