基于触点营销的出版业创新
|
摘要
由道格拉斯·柯南特的人际触点引申而来的触点营销,是一种媒体整合营销的延伸与深化,即信息整合营销体系。基于触点营销理论的出版产业创意策略构建,宗旨在于立足设计和策划极具传播感染力的核心传播信息,激活各线性渠道的信息互动传播效应,构建以创意运营为主旨的用户运营体系和粉丝经营体系,创建更加开放有序的、顾客满意度较高的互动反馈基本面,触发出版领域产业链和价值链的体系变革。
Contact marketing, which was derived from Douglas Conant's Interpersonal Contact, is an extension and deepening of media integration marketing, namely the information integration marketing system. The creative strategy of the publishing industry is based on the theory of contact marketing whose purpose is to design and plan the core communication information that is highly infectious. More importantly, it aims to activate the interactive communication effects of various linear channels, build a user operation system and a fan management system based on creative operations as well as the more open and orderly interactive feedback fundamentals with high customer satisfaction, and trigger a system change in the industrial chain and value chain of the publishing industry.
Contact marketing, which was derived from Douglas Conant's Interpersonal Contact, is an extension and deepening of media integration marketing, namely the information integration marketing system. The creative strategy of the publishing industry is based on the theory of contact marketing whose purpose is to design and plan the core communication information that is highly infectious. More importantly, it aims to activate the interactive communication effects of various linear channels, build a user operation system and a fan management system based on creative operations as well as the more open and orderly interactive feedback fundamentals with high customer satisfaction, and trigger a system change in the industrial chain and value chain of the publishing industry.
引文
[1]张志强.2018年中国出版回顾[J].编辑之友,2019(2):11-17.
[2]魏玉山.2017年中国数字出版产业整体规模扩大[N].国际出版周报,2018-07-30(008).
[3]尚艳秋.论《老照片》丛书对读者的阅读导向[J].兰台世界,2015(11):112-113.
[4]蒋明明.论全媒体时代的图书跨界营销创新:以明天出版社为例[J].出版广角,2017(11):56-58.
[5]罗灿,方龙.知识付费时代下出版模式转型及对策[J].编辑学刊,2019(2):104-109.
[6]付国乐.融合创新,春潮涌动:2017年出版新媒体盘点[J].科技与出版,2018(3):26-32.
[7]胡彦威.“知识付费”热潮下的“阅读服务”对出版业的影响与改造[J].编辑之友,2018(11):33-36.
[8]杨扬,张学骞.大数据时代国际出版业的创新实践[J].编辑之友,2018(12):5-9.
[9]么泳仪,王珏.用深度超越速度:“慢下来”的转型之路--访《三联生活周刊》主编李鸿谷[J].新闻与写作,2019(3):84-88.
[10]谢珺.国内传统出版业的平台化转型研究[J].编辑之友,2018(2):37-43.
[2]魏玉山.2017年中国数字出版产业整体规模扩大[N].国际出版周报,2018-07-30(008).
[3]尚艳秋.论《老照片》丛书对读者的阅读导向[J].兰台世界,2015(11):112-113.
[4]蒋明明.论全媒体时代的图书跨界营销创新:以明天出版社为例[J].出版广角,2017(11):56-58.
[5]罗灿,方龙.知识付费时代下出版模式转型及对策[J].编辑学刊,2019(2):104-109.
[6]付国乐.融合创新,春潮涌动:2017年出版新媒体盘点[J].科技与出版,2018(3):26-32.
[7]胡彦威.“知识付费”热潮下的“阅读服务”对出版业的影响与改造[J].编辑之友,2018(11):33-36.
[8]杨扬,张学骞.大数据时代国际出版业的创新实践[J].编辑之友,2018(12):5-9.
[9]么泳仪,王珏.用深度超越速度:“慢下来”的转型之路--访《三联生活周刊》主编李鸿谷[J].新闻与写作,2019(3):84-88.
[10]谢珺.国内传统出版业的平台化转型研究[J].编辑之友,2018(2):37-43.