【摘要】：用戶行為跟蹤大數(shù)據(jù)為新聞出版業(yè)帶來了新的傳播和營銷發(fā)力點。對用戶行為跟蹤大數(shù)據(jù)進行開發(fā)與應(yīng)用需要將其納入到大眾傳播的系統(tǒng)視域當中,即以賴利夫婦模式為邏輯起點建構(gòu)起產(chǎn)品的傳播與營銷過程框架。用戶行為跟蹤大數(shù)據(jù)開發(fā)與應(yīng)用的具體內(nèi)容包括大數(shù)據(jù)出版的規(guī)制問題研究、基于解決庫存問題的大數(shù)據(jù)技術(shù)開發(fā)與應(yīng)用、用戶行為跟蹤與分析模型的開發(fā)以及新聞出版藍海的大數(shù)據(jù)挖掘與分析等。美國哈珀·柯林斯出版集團對客戶關(guān)系管理工具庫的應(yīng)用以及法國阿歇特出版集團對大數(shù)據(jù)在圖書定價與營銷決策制定中的應(yīng)用為中國出版企業(yè)提供了良好的實踐經(jīng)驗。
[Abstract]:User behavior tracking (big data) has brought new communications and marketing momentum to the press and publishing industry. The development and application of user behavior tracking (big data) need to be incorporated into the mass communication system perspective, that is, the Riley and his wife model is taken as the logical starting point to construct the framework of product communication and marketing process. The specific contents of the development and application of user behavior tracking big data include the research on the regulation of big data publishing, the development and application of big data technology based on solving inventory problem. The development of user behavior tracking and analysis model and the mining and analysis of big data in Blue Sea. The application of Harper Collins Publishing Group to the customer relationship management tool library and the application of big data to book pricing and marketing decision making by French publishing group have provided Chinese publishing enterprises with good practical experience.
【作者單位】： 北京師范大學新聞傳播學院;天津美術(shù)學院公共基礎(chǔ)課教學部;
【基金】：國家新聞出版廣電總局新聞首批新聞出版業(yè)科技與標準重點實驗室“新聞出版大數(shù)據(jù)用戶行為跟蹤與分析實驗室”及“出版發(fā)行行業(yè)數(shù)據(jù)應(yīng)用實驗室”建設(shè)研究成果之一
【分類號】：G239.1-F

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