新媒体环境下少儿图书营销方式的创新发展  

Innovative Development of Marketing Mode of Book for Children under the New Media Environment

作　　者：赵倩[1] 姚丹丹 ZHAO Qian;YAO Dandan(School of Literature and Media,Suzhou University,Suzhou 234000,Anhui,China)

机构地区：[1]宿州学院文学与传媒学院,安徽宿州234000

出　　处：《黔南民族师范学院学报》2017年第6期113-118,共6页Journal of Qiannan Normal University for Nationalities

基　　金：宿州学院教学研究项目(szxy2015jy11);宿州学院质量工程项目(szxy2015kcjg01)阶段性成果;安徽省教育厅"皖北(宿州)非遗数字化创客实验室"(2015ckjh104)

摘　　要：新媒体是随着互联网的兴起而兴起的,并依托其发展而发展的。当前我国新媒体的传播速度、传播效率都已经取得了一定的成就,传播成本也有所降低。同时我国少儿图书市场近几年规模不断扩大,但营销手法的创新性不足。通过新媒体的众多平台对少儿图书进行营销宣传,少儿图书的宣传推广信息被更多的目标受众所接收,将是未来少儿图书市场营销的趋势。文章在介绍少儿图书概念、分类以及新媒体营销定义的基础之上,分析当前新媒体营销与少儿图书市场结合的现状,指出其存在的主要问题,并着重提出相关的解决措施,以期推动其营销方式的创新。New media is rising with the rise of the Internet,and relying on the development of the new media.The current transmission speed and transmission efficiency has made some achievements with decreasing communication cost.Although the scale of books for children becomes larger than before,there is lack of innovative marketing method.Marketing propaganda of books for children based on many new media platform,and the promotion of information for those books are received by more target audience,therefore,it will be an important marketing trend of books for children in the future.This paper introduces the concept,classification and definition of books for children,analyzes the current situation of media marketing about the books for children with the help of new media marketing,points out the main problems,and focuses on the relevant solutions in order to promote the innovation of marketing.

关 键 词：新媒体营销 少儿图书市场 发展现状 解决措施 

分 类 号：G239.2[文化科学]