社会化媒体时代,出版机构的营销思维和方式正逐渐发生转变。随着社群概念由现实社群向虚拟社群的延伸,以社群用户为中心的社群营销成为出版机构的一种新型营销方式。文章基于4Ps理论深层次地分析了社群营销对于出版业的意义和价值,并为出版机构提出了相应的社群营销策略。 Social media age, publishing agencies marketing thinking and methods are gradually changing. With the extension of community concept from the real community to the virtual community, community-based community marketing has become a new marketing method for publishers. Based on the 4Ps theory, the article deeply analyzes the significance and value of community marketing for the publishing industry and puts forward the corresponding community marketing strategy for the publishing agency.