本文選題：出版社 + 微信營銷�。� 參考：《遼寧大學(xué)》2017年碩士論文

【摘要】：在移動互聯(lián)網(wǎng)工具中,作為微信重要自媒體應(yīng)用,微信公眾平臺成為全新的營銷平臺,為各行業(yè)帶來良好的傳播效果。通過微信公眾平臺,出版社能夠進(jìn)行用戶維護(hù)、推廣圖書信息,并達(dá)到樹立品牌形象的目的。然而隨著平臺功能不斷優(yōu)化,出現(xiàn)了新的階段特征,出版社只有主動把握住微信公眾號運營的趨勢并尋求營銷的創(chuàng)新與改變,才能夠在新挑戰(zhàn)下占據(jù)一定的優(yōu)勢。本文首先梳理了微信公眾平臺營銷和出版社微信營銷的相關(guān)文獻(xiàn),系統(tǒng)闡述了出版社營銷方式的演變過程,界定了研究對象。其次以多家出版社營銷實例和第三方機構(gòu)監(jiān)測的八個月的數(shù)據(jù)為支撐,從整體營銷態(tài)勢、平臺發(fā)布規(guī)律、出版社微信平臺類型分布、出版社微信營銷特征四個方面呈現(xiàn)了出版社微信公眾平臺的營銷現(xiàn)狀;但同時也存在出版社跨媒體融合不足、忽視微信公眾平臺的生命周期、交互模式相對單一等問題。最后運用傳播學(xué)和營銷學(xué)的經(jīng)典理論觀點,從構(gòu)建出版社價值網(wǎng)、把握出版社微信公眾平臺生命周期、培養(yǎng)出版社新媒體專業(yè)主義精神三個方面,提出相應(yīng)的實施策略。在不斷變化的媒介生態(tài)語境下,本文希望能夠豐富文化產(chǎn)品營銷的相關(guān)研究成果,對于今后探討出版社與社交媒體的結(jié)合、行業(yè)內(nèi)微信營銷的商業(yè)模式發(fā)展等產(chǎn)生一定的啟示意義。
[Abstract]:In the mobile Internet tool, as an important self-media application of WeChat, WeChat Public platform has become a brand new marketing platform, bringing good communication effect for various industries. Through WeChat public platform, publishers can maintain users, popularize book information, and achieve the purpose of establishing brand image. However, with the continuous optimization of platform functions and the emergence of new stage features, publishers can only grasp the trend of WeChat public number operation and seek innovation and change in marketing, so that they can occupy certain advantages under the new challenges. This paper firstly combs the related literature of WeChat public platform marketing and publishing house WeChat marketing, systematically expounds the evolution process of publishing house marketing mode and defines the research object. Secondly, based on the marketing examples of several publishing houses and the data of eight months monitored by third-party organizations, from the overall marketing situation, the distribution of the platform distribution, the distribution of the publishing house WeChat platform type, Four aspects of the marketing characteristics of WeChat Publishing House present the marketing status of the public platform of WeChat Publishing House, but at the same time, there are also some problems such as the lack of cross-media integration, ignoring the life cycle of the WeChat public platform, and the relatively single interaction mode. Finally, using the classical theory of communication and marketing, this paper puts forward the corresponding implementation strategies from three aspects: constructing the publishing house value net, grasping the life cycle of the publishing house WeChat public platform, and cultivating the publishing house's new media professionalism spirit. In the context of changing media ecology, this paper hopes to enrich the relevant research results of the marketing of cultural products, and discuss the combination of publishing houses and social media in the future. The business model development of WeChat marketing in the industry has certain enlightening significance.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G230.7-F

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