“互联网+”语境下K12教辅图书品牌创新研究

The Brand Innovation Research of K12 Teaching Assistant Books in The Context of "Internet + "

以"互联网+"语境下K12教辅图书市场的生存状况为背景,探讨K12教辅图书存在的问题,在充分调研的基础上,结合编辑教辅图书具体实践研究,认为传统出版社必须破除传统的路径依赖,运用互联网思维,从产品差异化、服务差异化、营销差异化三个维度来进行K12教辅图书品牌全方位创新,促进K12教辅图书发展模式向创新驱动转型。

In the context of ＂ Internet ＋ ＂ and the survival condition of K12 teaching assistant books market,this paper probes into the problems existing in K12 teaching assistant books. On the basis of the investigation and the practice research on editing teaching assistant books,the paper argues that traditional publishing house should break the traditional path dependence and use the Internet thinking to make brand all- round innovation of K12 teaching assistant books in the aspects of three dimensions： product differentiation,service differentiation and marketing differentiation,to promote the development mode transformation of K12 teaching assistant books.