本文選題：體驗營銷　切入點：讀者體驗　出處：《青島科技大學》2017年碩士論文　論文類型：學位論文

【摘要】：在推動傳統(tǒng)出版和新興出版融合發(fā)展的背景之下,滿足用戶個性化需求,強化用戶理念,注重用戶體驗成為出版業(yè)的行業(yè)趨勢。學界對體驗營銷的研究較完善,但對圖書體驗營銷的研究相對欠缺,且多集中于對線下實體書店體驗營銷策略方面的研究,忽視前端出版流程中的體驗營銷研究,鑒于此本文以體驗營銷研究的視角梳理出版業(yè)行業(yè)現(xiàn)象,研究體驗營銷在圖書前端出版流程即產(chǎn)品設(shè)計過程中的應用,從讀者體驗角度和圖書前端出版流程角度兩個線索出發(fā),研究圖書體驗營銷視域下的圖書產(chǎn)品設(shè)計。論文總分為四章,第一章分析圖書體驗營銷的研究現(xiàn)狀與不足,總結(jié)提出圖書體驗營銷的讀者觀、過程觀和產(chǎn)品觀,指出在圖書產(chǎn)品設(shè)計過程中運用體驗營銷思維涵蓋兩方面的內(nèi)容,一是從刺激讀者體驗角度出發(fā)設(shè)計圖書產(chǎn)品,即在形式產(chǎn)品中添加體驗;二是讓讀者直接參與圖書產(chǎn)品的生產(chǎn)過程,即體驗就是產(chǎn)品。第二章從讀者體驗出發(fā),研究基于感覺體驗、感受體驗、思維體驗、行動體驗、關(guān)系體驗五種體驗類型的圖書產(chǎn)品設(shè)計。第三章研究圖書產(chǎn)品設(shè)計流程中的體驗營銷,讀者身份轉(zhuǎn)變?yōu)槁?lián)合出版人,直接參與到選題策劃、組稿、稿件編輯、裝幀設(shè)計環(huán)節(jié)中來。第四章闡釋體驗營銷視域下讀者參與圖書產(chǎn)品設(shè)計的新模式,以及新模式帶來的出版商業(yè)價值邏輯的重塑,總結(jié)體驗營銷視域下的實體書設(shè)計趨勢,反思體驗營銷視域下圖書產(chǎn)品設(shè)計的誤區(qū),以期對圖書產(chǎn)品設(shè)計起到一定的借鑒作用。
[Abstract]:Under the background of promoting the integration of traditional publishing and new publishing, to meet the individual needs of users, to strengthen the concept of users, and to pay attention to user experience has become the industry trend of publishing. However, the research on the experience marketing of books is relatively lacking, and most of them focus on the experience marketing strategy of offline physical bookstores, ignoring the experience marketing research in the front-end publishing process. In view of this, this article combs the publishing industry phenomenon from the experience marketing research angle, studies the experience marketing in the book front end publication process namely the product design process application, starts from the reader experience angle and the book front end publication flow angle two clues, The thesis is divided into four chapters. The first chapter analyzes the present situation and deficiency of book experience marketing, and summarizes the reader view, process view and product view of book experience marketing. It is pointed out that the use of experience marketing thinking in the course of book product design covers two aspects: one is to design book products from the perspective of stimulating readers' experience, that is, to add experience to the formal products; The second is to let readers directly participate in the production process of book products, that is, experience is the product. The third chapter studies the experience marketing in the design process of book products. The reader identity is transformed into a joint publisher, who directly participates in the topic selection planning, the organization of manuscripts, and the editing of manuscripts. Chapter 4th explains the new model of readers' participation in book product design from the perspective of experience marketing, and the remolding of the logic of publishing commercial value brought by the new model, and summarizes the trend of physical book design in the field of experience marketing. Rethinking the misunderstanding of book product design from the perspective of experience marketing, in order to play a certain reference role in book product design.
【學位授予單位】：青島科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：TB472;G232

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