摘要
移动互联网带来营销模式的变革,新型营销模式不断向出版发行业延伸,驱动出版发行企业改革经营管理。随着移动互联网的发展,我国出版发行业整体规模继续扩大,发行方式更加多样,经营模式不断创新,移动互联网营销意识有所提升,但仍存在结构不合理、盈利不明朗、宣传推广与销售脱节、缺乏战略规划等问题亟待解决。
Mobile Internet has brought the changes of marketing models. New marketing models have been extended to publishing industry, and drive the reform of enterprise management. With the development of mobile Internet, publishing industry as a whole continues to expand, the distribution mode is more diverse, business model continues to innovate, and mobile Internet marketing awareness has been improved. But there are still many problems need to be solved, such as the unreasonable distribution structure, the uncertain profitability, the lack of collaboration between promotion and sales, and the absence of strategic planning.
出处
《出版科学》
CSSCI
北大核心
2015年第6期46-49,共4页
Publishing Journal
基金
2015年国家新闻出版广电总局新闻出版重点课题"移动互联网营销模式下的出版发行业管理问题研究"(2015-16-1)阶段性成果
关键词
移动互联网
营销模式
出版发行业
现状
Mobile Internet Marketing model Publishing industry Current situation
