书业播客营销的现状、问题与优化路径  

Current Status,Problems,and Optimization Paths of Podcast Marketing in Book Industry

作　　者：朱安琪 杨海平[1,2] ZHU Anqi;YANG Haiping(School of Information Management,Nanjing University,210023,Nanjing,China;Institute of Publishing Science,Nanjing University,210023,Nanjing,China)

机构地区：[1]南京大学信息管理学院,南京210023 [2]南京大学出版研究院,南京210023

出　　处：《数字出版研究》2024年第3期74-82,共9页DIGITAL PUBLISHING RESEARCH

基　　金：江苏凤凰出版传媒股份公司委托项目“数字技术在出版领域的应用情况研究”。

摘　　要：随着“耳朵经济”的蓬勃发展,中文播客市场开始崛起,图书出版机构逐渐进入播客市场,开辟图书营销的新阵地。书业播客营销正处于起步阶段,主要形成了自创播客、品牌联动等营销途径,存在忽视社群生态建构与开发、内容趋于同质化且传播力不足、人与人的连接有待强化、场景沉浸感不足等问题。新4C法则从社群、内容、连接、场景四个维度为书业播客营销研究提供理论支撑。在新4C法则视域下构建书业播客营销优化路径:强化社群建设,重视社群运营;增加内容多样性,提升内容传播力;拓展多维连接,促进信息流动;打造沉浸场景,培养情感联结。With the development of“ear economy”,the Chinese podcast market has begun to rise,and book publishers are gradually entering the podcast market to open up a new position for book marketing.Podcast marketing in book industry is in its infancy,mainly forming marketing avenues including self-created podcasts and brand linkage.There are problems such as neglec ting the construction and development of community ecology,homogeneity and low communication ability of content,weak connection between people and insufficient sense of immersion in the context.The new 4C rule provided theoretical support for research on podcast marketing in book industry from four dimensions:community,content,connection and context.Under the perspective of the new 4C rule,optimization paths of podcast marketing in book industry was constructed:strengthening community construction and focusing on community operation;increasing content diversity and enhancing content communication;expanding multi-dimensional connec tions and promoting information flow;creating immersive context and cultivating emotional connections.

关 键 词：新4C法则 播客 图书营销 有声阅读 数字阅读 

分 类 号：G230.7[文化科学]