| 受众分层视角下的图书受众与图书出版研究 |
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| 引用本文： | 徐来,蔡凤娟.受众分层视角下的图书受众与图书出版研究[J].出版科学,2009,17(6):64-67. |
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| 作者姓名： | 徐来 蔡凤娟 |
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| 作者单位： | 新闻出版总署信息中心,北京,100005 |
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| 摘 要： | 借用大众传播学中的受众分层方法，将以图书为媒介的受众划分为阅读趋零型、目标明确型和营销导向型，分别分析三种类型受众的特征，初步探讨图书出版针对三种类型受众的可行发展途径。研究表明：培养阅读趋零型受众的阅读习惯（兴趣）、保证目标明确型受众的图书资讯和购买渠道需求的双满足、综合运用好威信效应、晕轮效应和从众心理以引导营销导向型受众的图书购买决策，是建立在受众分层基础上的图书出版的可行发展路径。
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| 关 键 词： | 受众分层 图书受众 图书出版 |
Book Audience and Book Publishing on the Audience Layered Perspective |
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| Authors: | Xu Lai Cai Fengjuan |
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| Abstract: | This paper applied the audience layered approach of Mass Communication,divided the reading audiences into three types:trend to zero,targeted-oriented and marketing-oriented. Analyzed the characteristics of three audiences,preliminary studied the book publishing industry for the three types of audience development path. Studies have shown that:increasingly trend to zero reading habits (interest),ensure the satisfaction of library and information needs and purchasing channels for targeted oriented audience,ma... |
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| Keywords: | Audience stratification Book audience Book publishing |
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