出版物新媒体营销策略探析——以微信营销为例

Discussion on New Media Marketing for Publications——Taking WeChat Marketing as an Example

在数据时代背景下,出版物的营销环境正面临巨大变革,越来越多的新媒体营销手段被应用于其中,尤其以微信营销最为普遍。在分析出版物微信营销现状与困境的基础上,从提高微信公众号与社群运营质量、精准定位目标客户、及时整合热点内容和增强整合营销意识等四个角度,提出出版物微信营销策略的改进建议。

In the background of data era,marketing environment for publications are facing a huge revolution;more and more new media marketing methods are applied,in which Wechat marketing is the most widespread.Based on the status quo and plights of Wechat marketing for publications,the paper brings advice to improve it from four perspectives,i.e.improving qualities of official Wechat accounts and community management,precisely positioning target customers,on time integrating hot issues,enhancing the sense of integrated markting.