社会化阅读:图书营销的新机遇  

Social Reading: the New Opportunity for the Book Marketing

作　　者：周晓艳[1] 张琳[1] 王西兵[2] 

机构地区：[1]山东工商学院工商管理学院 [2]山东工商学院资产管理处

出　　处：《编辑之友》2015年第3期51-55,共5页Editorial Friend

基　　金：教育部人文社会科学研究规划基金项目"零售企业实体店铺与网络零售协同经营研究"(13YJA630128)

摘　　要：在移动互联网时代,面对读者阅读习惯与行为的改变和社会化阅读规模的形成,传统的图书营销行业也在积极转型。文章通过对社会化阅读的产生、特征与形式的理论分析,提出新机遇环境下图书营销的策略,并对图书行业的未来发展提出几点建议,强调加强全民信息素养教育对图书营销行业未来发展的重要性。Facing the changes of reader's reading behavior and habit, the formation of the social reading scale in the mobile internet era, the traditional book retail business also transform actively. This paper proposes the book marketing strategies in the new opportunity environment, based on the theoretical analysis of the emergence, characteristics and forms of social reading. This paper also puts forward some proposals for the development of book retail business, and emphasizes the importance of the information literacy education.

关 键 词：社会化阅读 社交媒体 移动终端 阅读行为 图书营销 

分 类 号：G235-F[文化科学]