基于触点营销的出版业创新

Publishing Industry Innovation Based on Contact Marketing

由道格拉斯·柯南特的人际触点引申而来的触点营销,是一种媒体整合营销的延伸与深化,即信息整合营销体系。基于触点营销理论的出版产业创意策略构建,宗旨在于立足设计和策划极具传播感染力的核心传播信息,激活各线性渠道的信息互动传播效应,构建以创意运营为主旨的用户运营体系和粉丝经营体系,创建更加开放有序的、顾客满意度较高的互动反馈基本面,触发出版领域产业链和价值链的体系变革。

Contact marketing, which was derived from Douglas Conant's Interpersonal Contact, is an extension and deepening of media integration marketing, namely the information integration marketing system. The creative strategy of the publishing industry is based on the theory of contact marketing whose purpose is to design and plan the core communication information that is highly infectious. More importantly, it aims to activate the interactive communication effects of various linear channels, build a user operation system and a fan management system based on creative operations as well as the more open and orderly interactive feedback fundamentals with high customer satisfaction, and trigger a system change in the industrial chain and value chain of the publishing industry.