發(fā)布時間：2018-03-29 10:12

  本文選題：OO　切入點：出版營銷　出處：《中國出版》2015年07期

【摘要】：O2O作為線上與線下運營相聯(lián)通的商業(yè)模式,對于當前專業(yè)出版社的營銷具有深遠的意義。專業(yè)出版社的O2O營銷,不但應當注重線上與線下的運營手段,更應當重視線上入口與線下出口之間的介質(zhì)——"用戶數(shù)據(jù)"。在大數(shù)據(jù)時代,專業(yè)出版社應當最大限度地抓取、維護具有"精確制導"功能、富于溫度的"用戶數(shù)據(jù)",有效貫通線上入口與線下出口,構建以多元化的、可以有效吸引特定讀者群的線上入口為導引,以線下扎實的圖書產(chǎn)品和圖書銷售體驗、閱讀體驗為基礎,以聚合特定專業(yè)讀者群的用戶數(shù)據(jù)為內(nèi)核的系統(tǒng),最終形成海量的、忠實的讀者群體。
[Abstract]:O2O, as a business model that connects online and offline operations, has far-reaching significance for the marketing of professional publishing houses. O2O marketing of professional publishing houses should not only pay attention to the online and offline means of operation, More attention should be paid to the medium "user data" between the online entrance and the offline exit. In big data's time, professional publishing houses should grasp and maintain the "precision guidance" function to the maximum extent. Rich in temperature "user data", effectively connecting the online entrance and offline exit, building a diversified, can effectively attract a specific audience of online access to guide, with offline solid book products and book sales experience, Based on the reading experience, the system based on aggregating the user data of a specific professional reader group forms a massive and loyal audience.
【作者單位】： 中國人民大學文學院;
【分類號】：G239.2-F

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本文編號：1680671