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随着自媒体时代的到来,社群营销成为当前品牌传播及商品销售的热门方式.图书编辑主导型社群营销的开展,既是时代发展的需要,也是图书内在特性和编辑自身所处地位所激发的趋势.这种营销方式较传统的由营销人员主导的营销方式有极大优势,既有社群营销的普遍性特征,又有区别于其他社群营销的独有特点,因而越来越受到出版业界的关注和重视. 相似文献
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影视图书的热销成为一个令人瞩目的现象。影视与图书之间互动营销,形成一个牢不可破的产业链。一系列影视同期书的热销进一步推动了出版社争相出版影视图书的热潮。现代社会已经步入影像传播时代,影视发展成为信息传播的重要载体之一。随着每一个影视剧的热播,影视图书也迎来一股出版热潮。影视图书的出版热潮既是出版行业的热门现象,各大出版社纷纷跟进,使得影视图书更加热门,同时也是大众传播的一个绝佳 相似文献
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媒介情境理论自诞生以来,很好地诠释了电子媒介所带来的新的行为变化,对于短视频这一移动互联网时代的热门传播媒介也具有较强的适用性.出版业如何既尊重和保留图书本身的知识特性,又充分利用表征为视觉文化的短视频的绝对优势,探索出一种新的、可持续发展的营销方向?本文试图从媒介情境理论视域出发,将短视频图书营销概括为一种媒介情境,这种媒介情境的构建包含三个环节:系统建构、场景生成和行为再造.并基于理论与实践的分析,透视出版业的短视频图书营销发展方向,提出值得探索的三条路径:构建短视频图书营销的新媒体运营矩阵;为垂直类图书打造分众短视频;预测受众喜好与引导受众选择并重,以期对图书营销起到价值增值效果. 相似文献
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张开选 《图书馆理论与实践》2012,(12):30-32
从营销学的角度来看,图书生命周期包含了引入期、成长期、成熟期、衰退期四个阶段。在不同的生命发展周期,其市场有较大差异,市场销售增长率必然不同,需要采取不同的图书营销策略。本文基于生命周期理论,针对我国图书出版中存在的策划和营销问题,提出完善图书策划和图书营销的对策,为我国现代图书事业发展提供理论参考。 相似文献
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随着互联网的普及,众多的传统出版机构也开始通过网络进行营销活动。其中既有传统出版机构自身的网络营销活动,也有与网络书店共同进行的营销活动。本文以北京磨铁图书公司策划发行的热门小说《盗墓笔记》大结局的营销活动为例,分析传统出版的网络营销策略。 相似文献
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文章对经典热门图书专柜设立的意义、经典热门图书的界定与选择、经典热门图书专柜设立的思路等方面进行了论述,并对其效果进行了分析,以期对高校图书馆开展经典热门图书的推广工作有所借鉴. 相似文献
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现代社会,品牌是一种巨大的无形资产。"塑造品牌""品牌战略""品牌营销"已经成为了企业界最热门的话题。图书作为一种商品自然也需要打造自己的品牌。然而,"品牌的一半是文化","品牌的背后是文化","产品是暂时的,文化是永恒的"——文化毋庸置疑对于图书品牌具有非常重要的意义。"布老虎丛书"作为中国第一文学类图书品牌,用其成功的经验告诉人们,只有文化的品牌才是经典的品牌,只有在品牌中注入文化,才能打造优秀的图书品牌,建设成功的出版社。 相似文献
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本文认为图书出版跨界营销应以读者的互补性消费体验为基础,通过图书产品跨界合作和图书消费渠道跨界合作带给读者不同体验,从而实现双方相互渗透和融合,进而实现双方品牌效应的叠加.跨界营销开拓了图书出版营销的新思路. 相似文献
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传统图书的新媒体营销渠道及策略研究 总被引：1，自引：0，他引：1
首先阐述新媒体营销的概念和特质,然后系统梳理微博、网站、博客、手机等各类新媒体进行图书营销的具体渠道与策略,最后提出传统图书的新媒体营销也应整合不同优势媒介的营销传播渠道,充分发挥互补协同功能,以获取图书的最佳营销效果。 相似文献
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Media convergence is happening around the world. This study looks at the current operation of a cable news station that produces 2 media products in 1 newsroom. It also explores the theoretical foundations of value creation in online news by examining how online news is selected, packaged, processed, and distributed. Observational results showed that media convergence still has a long way to go. More important, this study found several divides between the Web people and the news people, between the managers and the reporters, and between the news department and the advertising department. This article suggests that convergence would go more smoothly if stations would integrate Web producers into the newsroom; if reporters were given incentive to do extra work or if their daily work load were adjusted to give them time to file for the Web; and if the sales people better understood the value of the online product. 相似文献
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网络书店盈利模式评析 总被引：2，自引：0，他引：2
盈利模式选择对于新兴的网络书店发展至关重要。本文在解析盈利模式的理论认识的基础上,将目前网络书店的盈利模式分为基于产品销售的盈利模式、基于服务销售的盈利模式、基于信息交付的盈利模式三类,并运用国内外比较典型的案例进行具体阐释和分析,以期对网络书店盈利模式的选择和创新有所裨益。 相似文献
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�й�������귢չģʽ�о� 总被引：15，自引：0，他引：15
调查我国网上书店的现状,分析网上书店的生存环境,最后提出网上书店的４种经营方式：以售书为主;以信息服务为主;专业化经营;电子版图书经营。 相似文献
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Sumiko Asai 《Journal of Media Economics》2013,26(2):81-101
This article analyzes the sales patterns of audio recordings in the Japanese popular music market using the Bass model and its restricted model. First, the results of this investigation show that the majority of recent hit music was sold in the early stage of the sales cycle, and that the timing of purchase has shifted toward the time of release during the period from 1980 to 2005. Second, audio recordings featuring debut artists and unpopular artists sold slowly, compared with the audio recordings featuring popular artists. Third, sales of audio recordings released by independent record companies have also become concentrated in the early stage. 相似文献
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Mike Shatzkin 《Publishing Research Quarterly》2009,25(3):154-158
The Book Industry Study Group and The Idea Logical Company carried out an online survey to capture publishers’ comments on
how market conditions were changing and what they are doing differently as a result of the economic pressures in the consumer
market. About 250 individuals responded to the online survey. Interviews were carried out of more than a dozen executives
at large and small publishers and their accounts to get further insights. The goal was to identify what are the sales conditions
for trade book publishers today and what publishers are doing to change sales and marketing and even editorial practices to
accommodate changing times. What we have learned from that joint effort is reflected in this article. 相似文献
18.
《Government Information Quarterly》2021,38(4):101602
Ideological polarisation has drawn wide attention from both the general public and researchers. It is frequently argued that under the proliferation of ideological polarisation, echo chambers may be formed while people inside the echo chambers may be less willing to accept alternative political viewpoints and more likely to fall into fake news and online misinformation. To obtain more empirical evidence, we conducted an online experiment that explored the relationship between one's position in the political spectrum and his/her capabilities of identifying political misinformation, as well as the information consumption habits that may help identify online misinformation. While we statistically validated some information consumption habits that can help to identify political misinformation, it was unexpected that political extremists may be indeed more capable of identifying the validity of news and online information. Based on our findings, we also provided a range of theoretical and practical implications. 相似文献
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E. P. Goldfinch 《Learned Publishing》2000,13(4):241-245
This paper describes a survey designed to establish the online requirements for readers and potential readers of scientific journals in a limited specialist field. Questionnaires were distributed with publication catalogues, distributed on a worldwide basis, and also included on the Nuclear Technology Publishing website. The questions covered the needs for availability of paper abstracts, full papers and CD‐ROM products. Additionally, the questions explored methods by which individual scientists access the internet and the online service facilities that are used. Many of the results are expected, but one surprising result is that a significant majority of scientists responding to the questionnaire appear to prefer to gain access to publications through the journal publishers' websites rather than through the popular service providers. 相似文献