论文部分内容阅读
微博作为一种新兴的网络信息传播手段,由于其互动性的特点,已经成为一种新的营销手段。出版社的互动微博群众多,互动频繁;微博营销手段多样化,针对目标受众分类推广;微博营销策划周详;能够充分挖掘利用微博应用功能,加强微博信息沟通。同时,微博营销也存在一些问题。出版社要利用微博平台在图书发行中的运用,采取组建多层次的微博团队、利用微博信息发布新书信息、利用微博关注时事热点提升关注度、利用微博平台提升对读者的服务等策略。
As a new means of network information dissemination, microblogging has become a new marketing method due to its interactive features. There are many interactive micro-blogs in the publishing houses and frequent interaction. The diversification of the marketing methods of the micro-blogs is aimed at the promotion of the target audiences. The micro-blogs are well-planned in marketing and planning. The microblogging application functions can be fully tapped to enhance the communication of weibo information. At the same time, microblogging marketing there are some problems. Publishers need to make use of the Weibo platform in the distribution of books, adopt a multi-level Weibo team, publish new book information using Weibo information, focus on current affairs hot spots using Weibo, and enhance the service to readers with Weibo platform Other strategies.