论图书的定制营销  

On the Customized Marketing of Books

作　　者：徐军[1] 余世英[1] 

机构地区：[1]武汉大学信息管理学院,武汉430072

出　　处：《出版科学》2007年第1期64-66,共3页Publishing Journal

摘　　要：读者个性化需求的日益增长、网络技术的发展、日趋激烈的图书市场竞争是出版企业实施图书定制营销的主要动因。出版企业实施图书定制营销的策略有:建立读者数据库,加强与读者沟通;利用信息技术管理出版流程;积极推行按需印刷业务。The growth of reader＇s individual need, the development of network technology and the increasing fierce competition of book market are the main causes of publishers＇ customized marketing of books. Publishers should carry out such strategies as building database of reader＇s information in order to reinforce communication with readers, utilizing information technology in management of publishing process and adopting the technology of Print＂ on Demand.

关 键 词：图书 定制营销 

分 类 号：G235[文化科学]