合作阅读推广营销策略研究

Research on Marketing Strategy of Cooperative Reading Promotion

合作阅读推广发挥合作主体的资源优势为读者服务,实现读者与合作主体的共同发展,营销策略揭示合作阅读推广的共同要素、各环节的内在联系和规律,为合作阅读推广的研究提供借鉴。分析合作阅读推广营销策划的必要性,引入定制营销、网络整合营销4I原则、服务营销组合7P、体验营销,构建基于营销策略的合作阅读推广框架,制定推广策略,建立读者、图书馆、出版发行机构三维评价体系,探索合作阅读推广策划和开展的有效路径。

Cooperative reading promotion serves readers by giving full play to the resource advantages of cooperative subjects,and realizing the common development of readers and cooperative subjects. Marketing strategies reveal the common elements of cooperative reading promotion,the internal links and laws,and provide reference for the research of cooperative reading promotion. This paper analyses the necessity of marketing planning for cooperative reading promotion,introduces the principles of customization marketing,network integrated marketing 4I,service marketing mix 7P and experience marketing,constructs the framework of cooperative Reading Promotion Based on marketing strategy,formulates promotion strategy,establishes a three-dimensional evaluation system for readers,libraries and publishing distribution organizations,and explores the effectiveness route of cooperative reading promotion planning and development.