摘要
2020年上半年,在新冠肺炎疫情影响下,直播成为出版行业的一大热点。作为一种新的营销手段,直播为图书营销提供了新的可能性和未来发展的契机。出版业要根据自身发展目标,结合已有资源、平台特点和用户需求,通过产品销售和知识服务营销模式,充分发挥直播营销效应。更重要的是,出版业要着眼于整体媒介生态、商业环境特性和融媒体发展,以价值共创为目标导向,将直播营销与其他营销手段乃至整个出版流程有机结合,探索出版业商业模式的创新与发展。
During the first half of 2020,under the influence of the COVID-19,webcast has also become a hot spot in the publishing industry.As a new marketing model,webcast provides a new way for book sales and an opportunity for future development.The publishing industry has to take full advantage of webcast through product promotion and knowledge service in accordance with its own development goals,available resources,platform characteristics and users’ needs.More importantly,the publishing industry should focus on the overall media ecology,the business environment and the development of integrated media,and then integrate webcast not only with other marketing methods but also the entire publishing process which will help to innovate and create new business and development model.
作者
任晓敏
REN Xiao-min(School of Journalism and Communication,Shandong Normal University,Jinan 250014,China;Postdoctoral Center,Shandong Radio and Television Bureau,Jinan 250014,China)
出处
《编辑之友》
CSSCI
北大核心
2021年第8期40-44,共5页
Editorial Friend
基金
山东省广播电视局与复旦大学联合培养博士后项目“红色基因文化传播研究”
山东省社会科学规划项目“青少年的影像传播与话语表达研究”。
关键词
出版营销
直播
图书
价值共创
publishing industry
webcast
book
value co-creation
