【精选】微博营销：数字时代的出版营销新策略 - ROST 虚拟学习团队.pdf

微博营销：数字时代的出版营销新策略 郑 妍 湖北省武汉市武汉大学 信息管理学院出版科学系 430072 指导教师：沈阳 ［摘 要］随着Web2.0技术的深入，以信息微型化为传播特征的网络交互平台— —微博进入公众视野，微博营销发展为一种新型网络营销模式。传统出版营销存在 受众面窄、传播滞后、成本高等局限，如果将微博营销引入出版业，将有效提升效 力。本文提出微博营销的概念并归纳其基本要素与优势。试以中国新浪微博为例， 分析企业、产品、个人的营销典范。通过阐明微博营销中的角色分配，遵循品牌生 命周期，构建基于微博营销的“出版者-读者”交互模型，指导出版者在品牌的导入 期——成长期——维护期实现精准广告投放、产品推广、客户管理等营销目标。最 后针对出版营销的选题策划、编辑出版、宣传销售、售后服务四大环节，提出对出 版企业、出版人、出版物进行微博营销的具体策略，以求打破仅以出版物为核心的 传统营销思路，加强读者对品牌的多角度认知与沟通，最终实现出版营销的立体式 发展。 ［关键词］微博营销 出版营销 微博 读者 Microblog Marketing:A New Publishing Marketing Strategy in Digital Age Zheng Yan （School of Information Management in Wuhan University,Wuhan,Hubei 430072 ） Abstract: With the deepening development of Web2.0 technology, Microblog, an interactive online platform characterized by the miniaturization of information has aroused public attention, Microblog Marketing has became a new pattern of online marketing. Traditional publishing marketing is relatively limited by narrow range of audience, communication delay, high cost, etc. If the Microblog Marketing were introduced into publishing industry, efficacy would be improved. This paper proposed the concept of Microblog Marketing and summarized its basic elements and advantages. Take the microblog of SINA community in China, for example, three cases revealed successful marketing of enterprise, product and individual. Illustrating user roles in Microblog Marketing and following the life cycle of a brand, the microblog based model of interaction between pu