摘要
网络直播的普及为出版业提供了新的营销场所。有别于以往自上而下逐层推进的传统营销模式,出版业网络直播营销通过直播平台,避开诸多中间环节,有效将营销方和消费者进行垂直对接,颠覆了传统的图书营销模式。具有用户广泛、垂直精确、用户忠诚度较高、利润丰厚等优点,但也存在政策、技术、资金、竞争等方面的风险,在经过合理的规范和引导后将成为图书营销领域中重要的组成部分。
The popularity of the Internet has provided a new marketing place for publishing industry. Different from the previous top-clown layer to promote the traditional marketing mode, the publishing industry network marketing through the live broadcast platform, avoid many intermediate links, effectively marketing and consumer vertical docking, it is the subversion of the traditional book marketing model. With a wide range of users, vertical precision, high user loyalty, profits, and other advantages, but also existing the policy, technology, capital, competition and so on. Adding a reasonable specification and guidance, risk of it will become an important part of the book marketing area.
出处
《出版科学》
CSSCI
北大核心
2017年第2期99-102,共4页
Publishing Journal
基金
国家社会科学基金一般项目"中国共产党出版史资料整理与研究(1921-1949)"(16BDJ048)的阶段性研究成果
关键词
出版业
网络直播
沉浸体验
营销
Publishing industry Webcast Immersion experience Marketing
