融合出版视域下编辑的全程营销策略  

Integrated Publishing Under the Entire Editorial Marketing Strategy

作　　者：张滢 ZHANG Ying(Shanghai University Press,Shanghai 200444,China)

机构地区：[1]上海大学出版社,上海200444

出　　处：《哈尔滨师范大学社会科学学报》2020年第5期148-151,共4页Journal of Social Science of Harbin Normal University

摘　　要：融合出版已经成为当下流行的出版形式,技术手段的升级、出版思维的改变、传播载体及消费形态的改变等越来越多地应用在融合出版的过程中。新型编辑有必要树立全过程营销的理念,以用户需求为中心,熟练掌握内容生产力、数据分析能力、用户分析能力和市场运营力等基本技能。编辑要全程参与选题策划、内容创作、出版印刷、销售发行等,把营销的理念和实践贯穿始终。integrated publishing has become a popular form of publishing,the upgrading of technical means,the change of publishing thinking,the change of communication carrier and consumption pattern and more and more applications in the process of integrated publishing,so some editorial thinking failed to keep up with the development of Internet technology.It is necessary for new editors to establish the concept of whole-process marketing,focus on user needs,and master the basic skills of content productivity,data analysis,user analysis and market operation.Editors should participate in the whole process of topic selection,content creation,publishing,printing,sales and distribution,etc.,with the concept and practice of marketing throughout.

关 键 词：编辑 融合出版 全程营销 

分 类 号：G20[文化科学—传播学]