摘要
[目的/意义]针对推广信息缺乏用户化设计等问题,提出一种基于内容营销理论来促进深度数字阅读推广效果提升、激发用户的深度数字阅读行为的新思路。[方法/过程]聚焦于推广信息视角,借鉴内容营销理论,结合深度数字阅读推广的内涵和特征,构建深度数字阅读推广的内容营销机制。[结果/结论]基于内容营销的深度数字阅读推广机制的特点主要体现在重视推广信息的设计、创建和传播,同时对目标用户、推广对象、推广主体、推广渠道、推广策略、推广评价等要素进行重塑;以推广信息为纽带,通过有价值的内容实现目标用户和推广对象的强关联,并以推广渠道、推广策略为支撑。
[Purpose/significance]To remedy the lack of customized design of promotional message,this paper proposed a new idea based on content marketing theory to improve the effectiveness of digital reading promotion and stimulate people's deep digital reading behavior.[Method/process]Focusing on the perspective of promotional message,this paper constructed a content marketing mechanism about deep digital reading promotion by adopting the content marketing theory and combining with the definition and characteristics of deep digital reading promotion.[Result/conclusion]The characteristics of deep digital reading promotion based on content marketing are mainly reflected in the design,creation and dissemination of promotional message.At the same time,the six elements of target users,promotion objects,promotion subjects,promotion channels,promotion strategies and promotion evaluations are reshaped.Specifically,with the promotional message as the link,the strong connection between the target users and the promotion objects is realized through valuable content,and supported by promotion channels and promotion strategies.
作者
马坤坤
茆意宏
Xiangmin Zhang
Hermina Anghelescu
朱玲玲
Ma Kunkun;Mao Yihong;Xiangmin Zhang;Hermina Anghelescu;Zhu Lingling(College of Information Science and Technology,Nanjing Agricultural University,Nanjing 210095;School of Information Sciences,Wayne State University,Detroit 48202)
出处
《图书情报工作》
CSSCI
北大核心
2020年第8期32-40,共9页
Library and Information Service
基金
国家社会科学基金项目“基于内容营销的深度数字阅读推广研究”(项目编号:16BTQOO2)研究成果之一。
关键词
数字阅读
阅读推广
深度阅读
内容营销
digital reading reading
promotion
deep reading
content marketing