高校出版物的新媒体营销模式研究  

Research into the new media marketing model of college publications

作　　者：张毅[1] ZHANG Yi(Xinyu University, Xinyu 338004 Chin)

机构地区：[1]新余学院,江西新余338004

出　　处：《新余学院学报》2017年第5期58-61,共4页Journal of Xinyu University

摘　　要：高校出版物具有得天独厚的内容资源优势,在营销中具有针对性强、专业性优的特点。在分析新媒体营销的概念和特性的基础上,梳理了高校出版物传统营销模式的不足以及新媒体推动高校出版物营销的突出表现,从数据营销、多态互动营销、整合营销和话题营销四个方面探讨了高校出版物新媒体营销模式,以获取高校出版物的最佳营销效果。College publications have unique content advantages and characteristics of direction and profession. On the basis of analysis of the concept and characteristics of new media marketing, this paper points out the deficiencies of the traditional marketing model of college publications and the outstanding performance of the new media marketing and explores the new media marketing model of college publications in the light of data marketing, multi - model marketing, integrated marketing and topic marketing so as to get optimum marketing effect of college publications.

关 键 词：高校出版物 新媒体营销 营销模式 

分 类 号：G239.2[文化科学]