| 网络媒体环境下图书口碑的嬗变及营销应对 |
| |
| 引用本文： | 戴维.网络媒体环境下图书口碑的嬗变及营销应对[J].出版科学,2016,24(2):75-78. |
| |
| 作者姓名： | 戴维 |
| |
| 作者单位： | 南开大学文学院，天津，300071 |
| |
| 基金项目： | 天津市哲学社会科学规划项目(TJXC13-002)的阶段性研究成果。 |
| |
| 摘 要： | 互联网既给图书口碑传播提供广泛、丰富的传播渠道，也给图书口碑营销带来冲击与挑战。文章在论述网络环境下图书口碑传播嬗变的基础上，提出构建图书网络口碑营销伦理、基于“用户视角”激发读者再传播意愿、监测与评估口碑营销效果等对策。
|
| 关 键 词： | 图书营销 网络口碑 传播要素 对策 |
The Evolution of the WOM for Books under the Network Media Environment and Its Countermeasures |
| |
| Abstract: | Internet has supplied comprehensive and abundant communication channels for the spread of the word of mouth for books, while it has also given rise to impacts and chal enges to its marketing. To respond to the chal enges, we have proposed some effective countermeasures, such as to build Internet word of mouth ethic for books, to motivate the reader’s aspiration to retransmit it in view of the user perspective and to monitor and evaluate the marketing effect for the word of mouth. |
| |
| Keywords: | Book marketing EWOM Communication element Countermeasure |
| 本文献已被 万方数据 等数据库收录！ |
