“互联网+”时代大学出版社营销模式创新探析

Innovative Exploration of University PublishingHouseMarketing Model in the“Internet+”Era

随着“互联网+”时代的到来,网上购书已经成为大众购书的一种习惯,传统出版社面临前所未有的危机和挑战。通过论述“互联网+”时代大学出版社传统营销模式存在的主要弊端,分析“互联网+”时代对大学出版社营销模式的影响,指出传统出版社要想得到生存和发展,必须改变传统观念,变被动为主动,以读者为中心,从以作者为中心的传统营销模式向以读者需求为中心的新型数据服务模式转型。大学出版社不仅要了解读者需求,还要创造读者需求,引导读者需求,充分利用互联网技术,结合出版社实际情况,勇于面对“互联网+”带来的冲击,对传统的营销模式进行不断的创新和突破,积极推行互联网营销战略,形成成熟的市场运作机制和适合大学出版社发展的营销管理体系,建立适合市场发展的创新型营销模式。

With the advent of the“Internet+”era,online book purchasing has become a habit of the public to purchase books,and traditional publishing houses are facing unprecedented crises and challenges.Via discussing the existence of the traditional marketing model of university publishing in the“Internet+”era,the main drawbacks of the“Internet+”era are analyzed on the impact of the marketing model of university presses,and it is pointed out that if traditional publishing houses want to survive and develop,they must change traditional concepts from passive to active.The traditional marketing model is transformed from taking authors as the center to a new data service model centered on readers’requirements.University publishing houses should not only understand readers’requirements,but also create and guide readers’requirements,make full use of Internet technology,combine the actual situation of the publishing house.University publishing houses ought to have the courage to face the impact of the“Internet+”,innovate and make continuous breakthrough of the traditional marketing model,actively promote the Internet marketing strategy,the formation of the mature market operation mechanism and management system suitable for the development of the university press marketing,establish innovative marketing model suitable for market development.