移动出版平台的广告运营策略  

Advertising Operation Strategy of Mobile Publishing Platform

作　　者：何竞平[1] HE Jing-ping(Tan Kah Kee College,Xiamen University,Zhangzhou 363105,China)

机构地区：[1]厦门大学嘉庚学院,福建漳州363105

出　　处：《编辑之友》2018年第8期16-18,33,共4页Editorial Friend

基　　金：2017年度福建省社会科学规划项目"‘一带一路’背景下的两岸广告语言应用与叙事文化研究"(FJ2017B075)

摘　　要：近年来,我国移动出版平台高速发展,广告运营是其重要的盈利来源之一。文章结合我国移动阅读、移动动漫、移动视频等领域的知名移动出版平台的相关案例,探讨移动出版平台的广告运营策略。研究认为,在导入期、成长期、成熟期等不同市场生命周期阶段,移动出版平台具有不同的特点和重点任务;移动出版平台应循序渐进,根据所处阶段,有针对性地采取相应的广告运营策略。In recent years, China＇s mobile publishing platform has developed rapidly, and advertising operation is one of its important sources of profit. Based on the related cases of mobile publishing platform, such as mobile reading, mobile animation and mobile video, this paper discusses the advertising operation strategy of mobile publishing platform, and shows that in the introduction period, growing period, mature period of the life cycle of the market, mobile publishing platform has different characteristics and key tasks. Mobile publishing platform should be gradual, according to itself of the stage, targeted to take corresponding advertising strategy.

关 键 词：移动出版 广告运营 市场生命周期 

分 类 号：G230[文化科学]