网络文学作品针对青年群体的营销策略研究——以起点中文网为例

Research on Marketing Strategies of Online Literary Works Towards the Young——Take Qidian. com as an Example

分析起点中文网针对青年群体所采用的营销策略后发现,基于网络文学作品的即时传播性和强烈互动性,辅以一定的营销活动,网络文学网站获得了大量的青年读者,同时,网络文学作品的精神抚慰作用等也培育和维持了一定规模的青年读者群体。青年工作应当在其中有所作为,协调文化管理部门和网络管理部门采取积极措施,强化网络文学作品对青年群体的正面引导作用,促进网络文学产业的健康持续发展,厚植青年群体"文化自信"的基础。

The youth group is the main audience of Chinese online literary works,and online literature websites adopt a series of marketing strategies to attract young readers and potential young readers.After analysis and research about the strategies,it is found that the network literature website can attract a large number of young readers based on instant transmission and strong interactive activities,with the help of certain marketing activities. At the same time,the comfort brought by online literary works can help form a young reader group of a certain scale. The existing marketing strategy has its target audience,and the website has also attracted a large group of young readers,but there is still room for further promotion,and future development is expected to be promising. The youth work of our country should be done by means of it. The cultural management department should work with the network management department to take measures to strengthen the positive guiding role of the network literature works,promote the healthy and sustainable development of the network literature industry and promote and develop＂literature confidence＂among the youth group.