本文選題：協(xié)同營銷 + 有聲書　； 參考：《出版廣角》2017年19期

【摘要】：隨著有聲書市場(chǎng)的日益繁榮,各大出版集團(tuán)在數(shù)字化轉(zhuǎn)型的過程中,均瞄準(zhǔn)這一領(lǐng)域持續(xù)發(fā)力。美國OverDrive公司通過創(chuàng)造性的協(xié)同營銷方式,縱向打通上下游產(chǎn)業(yè)鏈、橫向聯(lián)合各大平臺(tái),形成了自身獨(dú)特的渠道優(yōu)勢(shì),成為有聲讀物市場(chǎng)的領(lǐng)先者。文章從內(nèi)容生產(chǎn)、渠道建設(shè)、產(chǎn)品推廣三方面對(duì)OverDrive公司有聲書協(xié)同營銷策略進(jìn)行剖析,得出協(xié)同營銷策略使用的三點(diǎn)啟示。
[Abstract]:With the increasing prosperity of audiobook market, publishing groups are aiming at this field in the process of digital transformation. Through creative cooperative marketing, OverDrive Company of the United States has formed its own unique channel advantages and become the leader in the audiobook market by traversing the upstream and downstream industrial chains and combining the major platforms horizontally. This paper analyzes the cooperative marketing strategies of audio books of OverDrive Company from three aspects of content production, channel construction and product promotion, and draws three inspirations on the use of cooperative marketing strategies.
【作者單位】： 福建工程學(xué)院人文學(xué)院;華南理工大學(xué)新聞與傳播學(xué)院;
【基金】：2016年福建省教育廳社科項(xiàng)目(編號(hào):GY-S16027)研究成果之一
【分類號(hào)】：G237.6-F
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本文編號(hào)：1796549