本文選題：出版業(yè) + 網(wǎng)絡(luò)直播�。� 參考：《出版科學(xué)》2017年02期

【摘要】：網(wǎng)絡(luò)直播的普及為出版業(yè)提供了新的營銷場所。有別于以往自上而下逐層推進(jìn)的傳統(tǒng)營銷模式,出版業(yè)網(wǎng)絡(luò)直播營銷通過直播平臺,避開諸多中間環(huán)節(jié),有效將營銷方和消費(fèi)者進(jìn)行垂直對接,顛覆了傳統(tǒng)的圖書營銷模式。具有用戶廣泛、垂直精確、用戶忠誠度較高、利潤豐厚等優(yōu)點(diǎn),但也存在政策、技術(shù)、資金、競爭等方面的風(fēng)險(xiǎn),在經(jīng)過合理的規(guī)范和引導(dǎo)后將成為圖書營銷領(lǐng)域中重要的組成部分。
[Abstract]:The popularity of webcast provides a new marketing place for the publishing industry. Different from the traditional marketing mode, which was pushed from top to bottom, the publishing network direct broadcast marketing can avoid a lot of intermediate links, effectively connect the marketing side with the consumers, and subvert the traditional book marketing mode. With a wide range of users, vertical accuracy, high customer loyalty, lucrative and other advantages, but there are policy, technology, capital, competition and other risks, After reasonable standardization and guidance, it will become an important part in the field of book marketing.
【作者單位】： 《杭州電子科技大學(xué)學(xué)報(bào)》編輯部;杭州電子科技大學(xué)人文與法學(xué)院;
【基金】：國家社會科學(xué)基金一般項(xiàng)目“中國共產(chǎn)黨出版史資料整理與研究(1921—1949)”(16BDJ048)的階段性研究成果
【分類號】：G239.2-F
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本文編號：1926302