传统出版机构的新媒体营销模式改进策略分析--以移动短视频为例

Analysis on the Improvement Strategy of New Media Marketing Model of Traditional Publishing Institutions--Taking Mobile Short Video as an Example

新媒体不仅改变了人们的互动方式,同时也塑造了全新的消费模式。相应地,包括出版机构在内的市场主体也需采取新的营销模式。基于SIPS模型,对传统出版机构如何分析用户行为、如何引发读者共鸣以及如何精确挖掘用户需求等进行探讨,旨在提升其营销效率、增强其新形势下的经营主动权。

New media has not only changed the way people interact,but also shaped a new consumption mode.Accordingly,market players,including publishing institutions,also need to adopt new marketing model.Based on SIPS model,this paper discusses how traditional publishing institutions analyze user behavior,how to arouse readers'resonance and how to accurately tap user needs,in order to improve their marketing efficiency and enhance their business initiative under the new situation.