读者参与创新驱动下的出版品牌管理绩效提升模式研究  

Models of Improving Publishing Brand Management Driven by Readers'Participation in Marketing Innovation

作　　者：王鹏涛[1] 彭海文[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》2010年第3期62-66,共5页Publishing Journal

摘　　要：随着阅读市场的发展,读者参与出版企业创新体系的重要性日益突出,并且发展为提升出版品牌管理绩效的关键性驱动因素。在探讨读者参与创新的必要性和可行性的基础上,系统分析读者参与创新与出版品牌管理绩效提升之间的关系,同时结合图书营销实践探讨出版企业鼓励读者参与创新的具体策略和应注意的若干问题。With the dramatic changes of the book market, the readers＇ participation is becoming more and more important in the innovation system of the publishing house, and is becoming one of the most important drivers to enhance the publishing brand management performance. Based on the discussion of the necessity and feasibility of the readers＇ participation, the article made a systematic analysis of the relationship between the readers＇ participation in the book marketing innovation and the publishing brand management, and gave some suggestions about how the publishing house to impel the reader to take part in the book marketing innovation in order to drive the improvement of the publishing brand management performance and analyzed several problems need to pay attention.

关 键 词：读者参与 营销创新 出版品牌 绩效 

分 类 号：G235[文化科学]