互联网时代出版社的整合营销策略研究

Research on integrated marketing strategy of publishing houses in the Internet age

传统出版在营销方面所保留和坚守的工业化营销思维应当尽快转变,体验经济、注意力经济已经深入影响出版业,用户阅读习惯、购买方式的转变倒逼出版社在营销的深度和广度上做出更大的努力。在互联网时代,出版社可以通过对现有各种可用营销工具和手段的系统化整合,以及即时性的动态修正,服务好广大用户,最终产生有利于各参与者价值增值的协同效应。

the industrial marketing thinking retained and insisted by traditional publishing in marketing should be changed as soon as possible.The economy of experience and attention has deeply influenced the publishing industry,and the change of reading habits and purchasing modes has forced the publishing house to make greater efforts in marketing depth and breadth.In the Internet era,the publishing house can serve the vast number of users through systematic integration of available marketing tools and means,as well as real-time dynamic modification,and finally produce synergistic effect that is beneficial to the value increment of each participant.