摘要
基于网络社群的童书营销打破了传统的以产品为中心的思维方式,更多地从用户视角和用户体验出发,重视用户参与的积极性,强调用户关系的维系,着眼于长期的品牌形象传播。微信平台强大的社交功能使得消费者对童书及童书出版社的评价观点和声音被迅速扩散,并在人际网络中形成口碑效应,这为童书的推广和出版社的形象塑造带来了无限可能。
Based on online communities, children＇s book marketing broke the traditional production centric practice. Instead, the perspective and experience of users become the starting point. At the same time emphases are placed on user participation, the maintenance of the bonds created with users, and the spread of long-term brand image. WeChat is a powerful social media platform which is able to spread the ideas and voices of the publishing houses quickly, and also helps to establish a word-of-mouth marketing network. This creates infinite possibility for the promotion of children＇s books and shaping the image of publishing houses.
作者
杨萍
YANG Ping(School of Journalism ＆ Communication,Jinan University,Guangzhou 510632,China)
出处
《编辑之友》
CSSCI
北大核心
2018年第8期34-37,共4页
Editorial Friend
关键词
网络社群
童书出版
微信
营销
online community
children＇s book publishing
WeChat
marketing
