媒体融合时代纸质出版物营销策略探究  

Research on Marketing Strategy of Paper Publications in Media Convergence Era

作　　者：常春辉 高立冬 宫盈赫 CHANG Chun-hui;GAO Li-dong;GONG Ying-he(School of Economics and Management,Baicheng Normal University,Baicheng 137000,China;School of History and Culture,Baicheng Normal University,Baicheng 137000,China)

机构地区：[1]白城师范学院经济管理学院,吉林白城137000 [2]白城师范学院历史文化学院,吉林白城137000

出　　处：《白城师范学院学报》2021年第4期49-53,共5页Journal of Baicheng Normal University

摘　　要：近年来,媒体融合全球化进程的不断加快,给社会各行业各领域都带来了新的发展机遇的同时,新技术的应用使纸质出版物营销面临着巨大的挑战。传统图书营销要想在“互联网+”时代抓住发展机遇,就必须打破传统的营销模式,在产品、价格、渠道、促销方面探索新的营销策略,促进纸质出版物重获新生,实现繁荣发展。In recent years,the accelerating process of media convergence and globalization has brought new development opportunities to all industries of society.At the same time,the application of new technolo-gy makes the marketing of paper publications face great challenges.In order to seize the development oppor-tunity in the“Internet plus”era,traditional book marketing models have to be broken.It is necessary to ex-plore new marketing strategies in terms of products,prices,supply channels and sales promotions,and pro-mote the rejuvenation of paper publications,so as to achieve prosperity and development.

关 键 词：媒体融合 纸质出版物 营销策略 

分 类 号：G239.2-F[文化科学]