本文選題：世博圖書(shū) + 事件營(yíng)銷��； 參考：《北京印刷學(xué)院》2010年碩士論文

【摘要】：2010年上海世博會(huì),舉世矚目。世博會(huì)以有限的時(shí)間和空間促進(jìn)著人類文化交流與信息傳播,文化貫穿于世博會(huì)的始終,而世博會(huì)的文化影響力也是人類文明進(jìn)步的助推器。中國(guó)出版業(yè)以傳播世博文化為己任,借此世博契機(jī)出版了大量的世博圖書(shū),有普及世博知識(shí)的,有演繹世博主題的,有服務(wù)上海世博的等。世博圖書(shū)是世博文化的載體,同時(shí)也是商品,是出版社運(yùn)用事件營(yíng)銷的產(chǎn)物。通過(guò)采用實(shí)證研究和定性研究相結(jié)合的方法,將事件營(yíng)銷理論與世博圖書(shū)事件營(yíng)銷的實(shí)踐相結(jié)合進(jìn)行分析研究,總結(jié)了世博圖書(shū)選題策劃和宣傳促銷中運(yùn)用的事件營(yíng)銷策略,具體有保持與事件發(fā)生發(fā)展的同步性、借助權(quán)威、借勢(shì)名人、借事件參與者之勢(shì)、新聞策、活動(dòng)策、公益策和借力世博蓋章熱等,在此基礎(chǔ)上,對(duì)《海寶來(lái)了》系列圖書(shū)進(jìn)行了案例分析,中國(guó)少年兒童新聞出版總社立足于向青少年傳播世博文化,利用上海世博會(huì)吉祥物海寶,策劃出版了此系列圖書(shū),并能充分借勢(shì)造勢(shì),實(shí)現(xiàn)了社會(huì)效益和經(jīng)濟(jì)效益的雙贏。研究中發(fā)現(xiàn)世博圖書(shū)的事件營(yíng)銷中存在著選題略顯貧乏、策略的使用上缺乏創(chuàng)新、營(yíng)銷規(guī)模小聲勢(shì)弱的問(wèn)題,建議出版社深入挖掘事件內(nèi)涵、巧思創(chuàng)意、加大投入。世博會(huì)雖已結(jié)束,但其后續(xù)效應(yīng)將持續(xù)存在,出版社需要借勢(shì)“后世博”繼續(xù)做好世博圖書(shū)的出版工作。
[Abstract]:The 2010 Shanghai World Expo has attracted worldwide attention. The Expo promotes the cultural exchange and information dissemination in limited time and space, and the culture runs through the Expo, and the cultural influence of the Expo is also the booster of the progress of human civilization. China's publishing industry takes the opportunity of spreading the Expo culture as its own responsibility to publish a large number of Expo books, such as popularizing the Expo knowledge, deducing the Expo theme, serving the Shanghai Expo, and so on. Expo book is the carrier of Expo culture and also the product of event marketing. Through the combination of empirical research and qualitative research, this paper analyzes and studies the event marketing theory and the practice of the event marketing of the Expo books, and summarizes the event marketing strategies used in the topic planning and promotion of the Expo books. Specifically, to maintain the synchronicity of the development and occurrence of the event, to rely on authority, to borrow the power of celebrities, to borrow the momentum of the participants in the event, to take advantage of the news policy, the policy of activities, the policy of public welfare, and to take advantage of the stamp craze of the World Expo, etc., on this basis, A case study of the series of books entitled "Haibao has come" has been carried out. The China Children's Press and publication Agency has planned and published this series of books based on spreading the Expo culture to young people and using Haibao, the mascot of the Shanghai World Expo, to plan and publish this series of books. And can make full use of the momentum, social and economic benefits to achieve a win-win. It is found that there are some problems in the event marketing of Expo books, such as the lack of topic selection, the lack of innovation in the use of strategies, and the weak marketing scale. It is suggested that the publishing house should dig into the connotation of events, think creatively and increase investment. Although the Expo is over, its follow-up effect will continue to exist, and publishers need to continue to do a good job in the publication of Expo books.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F713.83

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本文編號(hào)：1987555