移动互联网营销模式下我国出版发行业管理改革研究

Research on the Management Reform of China's Publishing Industry in the Mobile Internet Marketing Model

从现阶段我国出版发行业在移动互联网营销模式下存在的四点问题出发,进一步从深层次的政策、制度、意识等五方面分析这些问题产生的原因。通过以上分析,针对移动互联网的营销模式,从产业政策、行业组织和企业战略的宏观、中观和微观三个角度的管理改革提出建议。

This paper starts from the four current problems of the China＇ s publishing and distribution industry in the mobile internet marketing mode, then excavates the causes of these problems from five aspects, as policy, system, consciousness, and so on. Through the above analysis, it puts forward three suggestions of management reform on how to deal with the mobile intemet marketing mode, and they are industrial policy, industry organization and enterprise strategy on the macro, medium and micro level.