浅谈互联网时代出版物市场营销困境及其对策

On the Marketing Dilemma and Countermeasures of Publications in the Internet Era

伴随着社会的发展、互联网时代的到来,出版物的营销发生了很大变化,互联网购书不断取代实体书店购书。网络时代,消费者的消费行为普遍在网络上进行,网络已经成为了大众日常消费的首选媒介,阅读行为与购买行为均可在互联网络中得到实现。与实体书店不同的是网上消费行为更加方便快捷,以致实体书店的营销模式遭受冲击,出版行业急需摸索出市场营销的新方法。因此,采用社会研究方法对互联网时代下出版物的营销困境及对策进行探析。互联网时代,出版市场在变、营销方式在变,营销人员必须紧跟潮流,不断尝试新媒体营销,从而稳步提升出版行业效益,带动中国出版全产业链发展,从而进一步振兴中国文化产业。

With the development of society and the coming of the Internet era,great changes have taken place in the marketing of publications,Internet book purchasing is constantly replacing physical bookstore book purchasing.In the Internet age,consumer behavior is generally carried out on the Internet,and Internet has become the preferred media for daily consumption.Reading behavior and purchasing behavior can be realized in the Internet.Different from physical bookstores,online consumption behavior is more convenient and fast,so that the marketing mode of physical bookstores is impacted.The publishing industry urgently needs to explore new marketing methods.Therefore,this paper uses social research methods to analyze the marketing dilemma and countermeasures of publications in the Internet era.In the Internet era,the publishing market and marketing methods are changing.Marketers must keep up with the trend and constantly try new media marketing,so as to steadily improve the efficiency of the publishing industry,drive the development of the whole publishing industry chain in China,and further revitalize China’s cultural industry.