出版行业私域流量与公域流量营销转化策略

Strategy of Marketing and Transformation Between Private Traffic and Public Traffic in Publishing Industry

媒介融合的纵深发展、信息传播技术的快速革新以及传媒格局的变化,对整个出版行业提出了更高要求。如何顺应时代,实现“传统图书出版+新媒体”融合发展,成为每一家出版社必须面对的问题。文章在全面探讨私域流量与公域流量的定义、分类、特点的基础上,以北京师范大学出版社为例,总结其在公私域流量运用上的尝试与经验,进一步探讨两者间转化的策略与方法,以期对出版行业如何做好公私域流量的构建、转化与运营提供参考。

The in-depth development of media convergence,the rapid change of information and communication technology and the change of media pattern have put forward higher requirements for the entire publishing industry.In order to adapting to contemporary era,every publishing house must face the emerged problem of realizing the integration of "Traditional Book Publishing + New Media".On the basis of a comprehensive discussion of the definition,classification and characteristics of private traffic and public traffic,this paper takes Beijing Normal University Publishing Group as an example,summarizing its attempts and experiences in the application of public and private traffic and further discussing the strategies and methods of the transformation between two network traffic models,so that providing a reference for the publishing industry to the ways to better construction,transformation and operation of public and private traffic.