新媒体对出版企业营销模式和策略的影响.doc资源-CSDN文库

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摘要 ...........................................................................................................................................................3

关键词 .......................................................................................................................................................3

ABSTRACT...............................................................................................................................................3

KEY WORDS............................................................................................................................................3

一、引言 ...................................................................................................................................................4

（一）研究背景 .......................................................................................................................................4

（二）研究方法、目的和意义 ...............................................................................................................4

（三）图书出版业新媒体营销相关研究综述 .......................................................................................4

二、我国图书出版企业营销模式的变迁 ...............................................................................................5

（一）传统出版营销模式 .......................................................................................................................5

（二）网络营销概述 ...............................................................................................................................6

三、当下微博营销的模式种类 ...............................................................................................................6

（一）采用快讯信息营销 .......................................................................................................................6

（二）利用好长尾效应 ...........................................................................................................................7

（三）利用名人效应营销 .......................................................................................................................7

（四）举办微博活动营销 .......................................................................................................................7

四、新媒体对出版企业营销模式和策略的影响 ...................................................................................8

（一）在微博营销与传统图书营销模式的比较 ...................................................................................8

（二）积极影响 .......................................................................................................................................8

（三）消极影响 .......................................................................................................................................8

五、利用微博进行图书营销改进策略 ...................................................................................................9

（一）建设好图书官微形象 ...................................................................................................................9

（二）做好微博内容营销，提高整体深度广度 ...................................................................................9

（三）注重内容话题的新颖有趣 ...........................................................................................................9

（四）选择合适的意见领袖 ...................................................................................................................9

致谢 .........................................................................................................................................................10

参考文献 .................................................................................................................................................10

表 3.1 老牌出版企业官微与当前热门图书出版官微粉丝对比 ............................................................7

新媒体对出版企业营销模式和策略的影响

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