文献类型：期刊文献

中文题名：浅谈数字化时代的图书营销创新

英文题名：The Brief Analysis of the Digital Age of Book Marketing Innovation

作者：刘才琴[1]

机构：[1]广东海洋大学文学与新闻传播学院

年份：2019

卷号：27

期号：3

起止页码：15

中文期刊名：北京印刷学院学报

外文期刊名：Journal of Beijing Institute of Graphic Communication

收录：国家哲学社会科学学术期刊数据库

基金：全媒体时代海洋科普图书的数字化营销策略研究(C18032)

语种：中文

中文关键词：数字化;图书营销;创新

外文关键词：digital;book marketing;innovation

中文摘要：随着互联网技术的发展,读者阅读习惯发生改变,增加了图书营销的难度。传统营销对新变化无法及时作出反应,其弊端在数字化环境下逐渐显露,营销效果大打折扣,图书销量不容乐观。要改变这一现状,出版社必须转变思维,创新营销手段,积极利用数字化技术,找准目标读者进行精准营销,利用长尾效应,满足小众需求,通过跨界合作,拓宽营销渠道,通过打造知识产权产业链,拓宽出版市场。

外文摘要：With the development of Internet technology,the reader reading habits have changed,which increases the difficulty of book marketing.Traditional marketing cannot quick respond to this new changes,and its disadvantages are gradually exposed in the digital environment.The marketing effect is greatly reduced,and book sales are not optimistic.If the publishing house wants to change that,they must change the mind,innovate marketing means,use digital technology fully,seek the target readers,and carry out precision marketing for them,use the long tail effect,meet the needs of the minority,expand marketing channels through cross-border cooperation,and expand the publishing market by building the intellectual property industry chain.