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随着社交化媒体的普及与发展,用户为中心的理念对于出版活动产生新的改造力量,传统出版面临新一轮的逆向化创新挑战。面对社交化媒体的强势来袭,传统出版集团应明确社交化媒体环境中的新生态与用户行为特点,主要从姿态、定位、引导三大角度进行新一轮的流程再造,充分利用社交平台优势为其寻求受众、细分群体并深入引导,化被动改革为主动创造。与此同时出版活动形态的转型也对用户行为层缔造出新需求,如何完成新一轮媒介依赖回归、实现用户思维前置,并在新旧出版环境竞合趋势下坚持自我维护与建构也是对传统出版活动流程再造提出的长远要求。
With the popularization and development of social media, the concept of user-centered has brought about a new transformation force for publishing activities, and the traditional publishing industry is facing a new round of challenges of reverse innovation. In the face of the strong attack of social media, the traditional publishing group should clarify the new ecology and user behavior in the social media environment, and conduct a new round of process reengineering mainly from three perspectives: attitude, orientation and guidance, make full use of social platforms Advantages for its audience, sub-groups and in-depth guidance, and passive reform as the initiative to create. At the same time, the transformation of the form of publishing activities also creates new demands on the user behavior layer. How to complete a new round of media reliance on regression, to achieve user thinking front, and adhere to self-protection and construction under the trend of competition between new and old publishing environments, The long-term requirements of the reengineering of publishing activities.