發(fā)布時(shí)間：2018-05-07 20:47

  本文選題：社交媒體 + 美國大眾圖書�。� 參考：《河北大學(xué)》2017年碩士論文

【摘要】：美國大眾圖書業(yè)歷史悠久,是當(dāng)今世界圖書出版業(yè)的掌舵者。美國也是社交媒體的萌生之地,孕育了眾多現(xiàn)象級(jí)的社交媒體。隨著社交媒體的發(fā)展壯大,它對(duì)大眾圖書的影響越來越深入,顛覆了美國大眾圖書的傳統(tǒng)運(yùn)營理念,使大眾圖書刻上了社交媒體的烙印。美國大眾圖書運(yùn)營進(jìn)入了社交媒體時(shí)代。美國大眾圖書運(yùn)營面臨的變革與機(jī)遇主要體現(xiàn)在三方面:大眾圖書的運(yùn)營主體與圖書類目增加,社交媒體發(fā)展勢(shì)頭強(qiáng)勁,與大眾圖書運(yùn)營融合度高。社交媒體環(huán)境下,美國大眾圖書的運(yùn)營策略集中在以下方面:內(nèi)容運(yùn)營精準(zhǔn)化,市場(chǎng)運(yùn)營社會(huì)化,用戶運(yùn)營互動(dòng)化。即以用戶興趣為中心進(jìn)行內(nèi)容生產(chǎn);運(yùn)用社會(huì)化營銷策略傳播大眾圖書;增加與讀者的互動(dòng)機(jī)會(huì),提高互動(dòng)效果。但是,在社交媒體的參與下,美國大眾圖書運(yùn)營也面臨了新的問題。衍生出版盈利難,作者的知名度制約社交媒體關(guān)注度,負(fù)面消息傳播速度快,社交廣告引發(fā)讀者信息倦怠,社交媒體使用侵占閱讀時(shí)間。對(duì)此,需要提高草根作者的影響力,及時(shí)與用戶進(jìn)行互動(dòng),打造人性化的傳播,提高衍生作品的附加值,提高實(shí)際閱讀轉(zhuǎn)化率。美國大眾圖書的運(yùn)營策略為我國大眾圖書運(yùn)營提供了經(jīng)驗(yàn)。我國出版社要強(qiáng)化社交媒體運(yùn)營意識(shí),提高優(yōu)質(zhì)原創(chuàng)內(nèi)容的比重,增加讀編互動(dòng),利用多種社交媒體,發(fā)掘社交媒體的深度功能,分析社交媒體信息的傳播路徑,發(fā)揮關(guān)鍵節(jié)點(diǎn)的引爆作用。
[Abstract]:The American mass book industry has a long history and is the leader of the world's book publishing industry. The United States is also the birthplace of social media, the birth of many phenomenon-level social media. With the development of social media, the influence of social media on popular books is getting deeper and deeper, which subverts the traditional operation idea of American popular books, and makes popular books be branded as social media. American popular book operation entered the social media age. The changes and opportunities faced by the operation of American popular books are mainly reflected in three aspects: the increase of the main body of operation and the category of books, the strong development momentum of social media, and the high degree of integration with the operation of popular books. In the social media environment, the operation strategy of American popular Books is focused on the following aspects: content operation precision, market operation socialization, user operation interactive. That is to say, the content production is centered on the user's interest; the socialized marketing strategy is used to spread the popular books; to increase the chances of interaction with the readers, and to improve the interactive effect. However, with the participation of social media, American popular book operation also faces new problems. The popularity of the author restricts the attention of social media, the speed of negative news spreading, the information burnout caused by social advertising, and the use of social media encroaches on reading time. Therefore, it is necessary to improve the influence of grassroots writers, to interact with users in time, to create humanized communication, to increase the added value of derivative works and to increase the actual conversion rate of reading. The operation strategy of American popular Books provides experience for the operation of Chinese popular Books. China's publishing houses should strengthen the awareness of social media operation, increase the proportion of high-quality original content, increase the interaction of reading and editing, utilize various social media, explore the deep functions of social media, and analyze the dissemination path of social media information. Play the role of detonation of key nodes.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;G239.712-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 賈銀峰;;圖書產(chǎn)品社群運(yùn)營誤區(qū)探究[J];出版廣角;2016年23期

2 周濵鵬;;基于互聯(lián)網(wǎng)思維的圖書品牌運(yùn)營策略[J];出版發(fā)行研究;2016年09期

3 李欣人;陶慶娟;;2015年美國自出版發(fā)展概述[J];出版發(fā)行研究;2016年05期

4 雷茜;;美國出版業(yè)數(shù)字轉(zhuǎn)型及其案例分析[J];出版發(fā)行研究;2016年03期

5 王衛(wèi)明;幸暉暉;;社交媒體時(shí)代圖書出版的新動(dòng)向——社交出版SWOT分析[J];編輯之友;2015年11期

6 任翔;;“出版+互聯(lián)網(wǎng)”:歐美出版集團(tuán)的跨界并購與融媒創(chuàng)新[J];科技與出版;2015年10期

7 宋嘉庚;李貞;;美國網(wǎng)絡(luò)自出版的發(fā)展態(tài)勢(shì)探析[J];現(xiàn)代出版;2015年04期

8 張慧子;;從社交媒體依賴看出版轉(zhuǎn)型[J];新聞界;2015年02期

9 任翔;;2014年歐美數(shù)字出版的創(chuàng)新與變局[J];出版廣角;2014年Z3期

10 邵萍;徐麗芳;;美國圖書市場(chǎng)社交媒體營銷發(fā)展態(tài)勢(shì)[J];出版參考;2014年25期

相關(guān)碩士學(xué)位論文 前2條

1 萇婧;基于網(wǎng)絡(luò)圖書閱讀社區(qū)的大眾圖書出版產(chǎn)業(yè)鏈分析[D];四川外國語大學(xué);2015年

2 黃曉蕓;社交媒體使用對(duì)年輕人閱讀行為及態(tài)度的影響研究[D];上海外國語大學(xué);2014年

，

本文編號(hào)：1858410