摘要
随着自媒体时代的来临,图书社群营销蓬勃发展。文章通过梳理我国图书社群营销的三大发展阶段并借鉴消费行为模型,揭示了图书社群营销的内在逻辑。此外,文章针对现阶段我国图书社群营销存在的问题,从出版企业营销实践层面提出了几点发展策略。
With the advent of the We Media era, the book community marketing flourish. This paper reveals the internal logic of the book community marketing by combing the three development stages of book community marketing in our country and drawing on the consumer behavior models. In addition, this paper puts forward some strategies from the aspects of the marketing practice of publishing enterprises, aiming at the problems existing in the book community marketing in China.
出处
《编辑之友》
CSSCI
北大核心
2017年第5期41-44,共4页
Editorial Friend
基金
国家社科基金重大项目"健全现代文化市场体系的理论与实践研究"研究成果之一(12&ZD025)
关键词
自媒体时代
图书社群营销
发展逻辑
发展策略
We-media era
book community marketing
development logic
development strategy
