出版营销理论的坚守、变革与拓展——以图书网红直播营销为视角  

Adherence,Reform and Expansion of Publishing Marketing Theory--From the Perspective of Online Celebrity Live Streaming Book Marketing

作　　者：张新新 钟惠婷 ZHANG Xinxin;ZHONG Huiting(College of Communication and Art Design,University of Shanghai for Science and Technology)

机构地区：[1]上海理工大学出版印刷与艺术设计学院

出　　处：《出版与印刷》2022年第1期51-58,共8页Publishing & Printing

摘　　要：文章以图书网红直播营销为视角,探讨网络直播新零售模式在目标市场战略、产品经营策略、价格策略和有奖促销策略四方面对出版营销理论的坚守与遵循,在大数据营销、注意力经济、数字经济三个方面对出版营销理论的变革与创新,指出目前图书网红直播营销的优势与不足,并从坚持“内容为王”的精品化战略、适应数字经济战略、培养专业出版网红三个角度论述了出版业的应对策略。From the perspective of online celebrity live streaming book marketing,this paper discusses the way this new retail model of live streaming adheres to and follows the publishing marketing theory in the four aspects of the target market strategy,product management strategy,price strategy and award promotion strategy,and reforms and innovates the publishing marketing theory in three aspects of the big data marketing,attention economy and digital economy.This paper points out the advantages and disadvantages of the current online celebrity live streaming book marketing,and discusses the coping strategies of the publishing industry from three angles:sticking to the high-quality strategy of"content is king",adapting to the digital economy strategy and cultivating professional online celebrities of the publishing industry.

关 键 词：出版营销理论 网络直播售书 网红直播营销 数字出版 出版物市场 

分 类 号：G235[文化科学]