数字出版产品营销模式创新研究

Marketing Mode Innovation of Digital Publishing Products

新媒体技术带来出版产品的消费环境和消费者的巨大变化,传统出版产品的营销逻辑已经不再适用于全新的数字出版产品。以用户需求为中心进行营销创新成为数字出版产品营销过程的必然选择,大数据思维、自媒体工具和虚拟现实技术以及更多新技术则为其营销模式创新提供全新的视野。

The new media technology has brought a great change in the consumption environment of publishing products. Traditional marketing logic of publishing products is no longer applicable to the new digital publishing products. The marketing innovation of digital publishing products should take the user＇ s demand as the center, which is an inevitable choice. Big data, we-media and virtual reality as well as more new technology provide a new perspective for marketing innovation of digital publishing products.