数字经济时代图书出版网络口碑营销战略若干思考  

The Online Word-of-Mouth Marketing Strategy of Book Publishing Industry in the Era of Digital Economy

作　　者：程忠良 CHENG Zhong-liang(School of Journalism and Communication,Shanghai University,Shanghai 200072,China;School of Media and Communication,Anqing Normal University,Anqing 246000,China)

机构地区：[1]上海大学新闻与传播学院,上海200072 [2]安庆师范大学传媒学院,安徽安庆246000

出　　处：《编辑之友》2023年第10期21-28,共8页Editorial Friend

基　　金：2020年安徽省哲学社会科学规划重点项目“安徽省媒介产业‘智能+’生态平台发展模式研究”(AHSKZ2020D14)。

摘　　要：伴随着移动互联网、大数据、AR/VR、算法等技术的广泛应用,线上场景越来越成为居主导地位的市场生态,图书出版营销如何直面数字经济时代数字阅读成为主导消费模式带来的挑战,成为业界和学界普遍关注的问题。文章从此视角出发,指出从某种程度上看,这一问题须回到产品和用户这两个产业营销的核心对象上、回到线上场景中,寻求建立线上口碑营销战略,通过线上各种平台尤其是社交平台评论、推荐、分享以及线上线下协同等方式,影响用户想法,改变其认知、情感、态度,使其产生购买行为,培养忠实用户。文章基于这个前提,从出版业为什么要构建线上口碑营销战略、如何确立线上口碑营销战略、确立线上口碑营销战略需要注意的问题等方面进行论述,以期为出版业确立网络口碑营销战略提供借鉴。With the wide application of mobile Internet,big data,AR/VR,algorithm and other technologies,online scenes are increasingly becoming the dominant market ecology.How to face the challenge of digital reading as the dominant consumption model in the era of digital economy has become a common concern of the industry and academia.To some extent,this issue needs to return to the core object of industrial marketing-products and users,and back to the online scene,so as to seek to establish online word-of-mouth marketing strategy.By focusing on various online platforms,especially social platforms'comment,recommendation as well as sharing and online-ofline collaboration,book publishing industry will occupy users'minds,change their cognitive and emotional attitudes,generate purchase behavior,and cultivate loyal users.Based on the premise,this paper attempts to discuss why the publishing industry should establish the online word-of-mouth marketing strategy,how to do that,and the problems that need to be paid attention to.This article aims to provide some suggestions for the publishing industry to establish the online word-of-mouth marketing strategy.

关 键 词：数字经济 网络口碑营销 图书出版 公域流量 私域流量 

分 类 号：G230[文化科学]