出版社微信营销传播的四大策略研究  

Publishing Houses' Four Strategies of WeC hat Marketing Communication

作　　者：胡琼华[1] 张敏[1] 

机构地区：[1]湘潭大学文学与新闻学院,湖南湘潭411105

出　　处：《编辑之友》2017年第12期38-43,共6页Editorial Friend

摘　　要：在信息过载、受众碎片化以及受众信息接触习惯变化等因素的推动下,出版社在认识到微信平台具有的社交价值与媒介价值的前提下,基于自身发展需要,纷纷开展微信营销传播。为解决出版社微信营销传播存在的问题,文章建议从明确定位与传播路径、设立差异化识别系统、丰富内容主题与实行多样化表达、建立综合性效果评价体系等方面进行策略优化。Driven by the factors of information overload, audience fragmentation and the change of audience information contact habits, publishing houses have realized the social value and the media value of WeChat platform. Based on its own development needs, they started to adopt WeChat marketing communication. In order to solve WeChat marketing communication problems, optimizing market strategies like clearly defining the positioning and communication path, setting up differential recognition system, enriching the content of the theme and diversifying expression, establishing a comprehensive evaluation system is the best way forward.

关 键 词：出版社 微信 营销传播 

分 类 号：G206[文化科学—传播学]