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在市场竞争全球化的大背景下图书市场也面临着激烈的竞争,各出版社探求生存发展之路已是新常态,在图书营销中运用整合营销传播理论做指导,开创图书营销活动新局面,是在激烈的市场竞争中一种新尝试,本文就整合经营传销理论的发源、概念、涵盖范围结合我国图书市场的发展状况做了简单介绍,并对整合营销传播理论在图书营销中的运用模式进行了探讨。
In the context of the globalization of market competition, the book market is also facing fierce competition. The various publishing houses are seeking a new normal in the path of their survival and development. They are guided by the theory of integrated marketing communication in book marketing and create a new situation in book marketing. Is a new attempt in the fierce market competition. This article briefly introduces the origins, concepts and scope of the integrated marketing theory based on the development of the book market in our country, and analyzes the application mode of the integrated marketing communication theory in the marketing of books Discussed.