数字图书传播策略研究

Research on the Strategy of Digital Book Communication

我国图书出版进入数字化转型期,数字图书产业收入逐年增长,数字图书的传播特性可总结为:内容来源多元,图书媒介功能分化;传播渠道跨越多环节;读者个性鲜明,具有从众心理;传播效果可量化这四个方面。运用传播学理论,数字图书的传播策略应包括差异性目标市场战略、社会化媒介渠道、自律性传播主题、生命周期性传播模式,这些策略的提出为数字图书产业未来发展提供了可借鉴路径。

China＇s book publishing went into the digital transition period, the digital book industry revenue grows year by year. The propagation characteristic of digital books included the diversity of content sources, book media functional differenti-ation; communication channels across multiple links; readers distinctive personality, with herd mentality; communication effect can be quantified these four aspects. Using the communication theory,strategy for the digital book communication proposed： the difference between the target market strategy, social media channels, self-disciplinary dissemination theme, life cycle transmission mode four suggestions, which can provide a reference path for the future development of digital library industry.