基于SIVA范式的高等教育出版社数字营销策略

Digital Marketing Strategy of Higher Education Press Based on SIVA Paradigm

随着大数据和搜索引擎的发展,信息主导权逐渐从营销商转向消费者,传统的以产品为驱动、以生产为导向的供应链模式已逐步让位于以消费者为驱动、以服务为导向的需求链模式。数字营销变革悄然发生。本文基于SIVA范式,从解决方案(Solution)、信息(Information)、价值(Value)和途径(Access)四个维度,探讨高等教育出版社的数字营销方式,并提出方案多样化、信息社交化、价值最大化、路径缩短化的教育出版营销转型策略。

With the development of big data and search engine, the information dominance goes from marketers to consumers gradually. The traditional product-driven supply chain has been replaced by consumer-demand and service-oriented chain model. The digitalmarketing strategy changes quietly. This paper focuses on the four aspects of SIVA paradigm, namely Solutions, Information, Value and Access, to analyze the digital marketing strategy of the Higher Education Press and put forward a transformation strategy with solution diversification, information socialization, value maximization and path contraction for education publishing.