微创意·微内容·微营销——微传播环境下出版集团发展路径探究

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1、AbstractThedevelopmentpathexplorationofpublishinggroupinmicropropagationenvironmentMajorinCommunication：XiongZhuAcademicAdviser：ProfessorZhouAnpingThepublishingindustryasanimportantpartofculturalindustry,shouldersthemissionofleachingknowledgeandtransferringc

2、ivilization．Withthedeepeningofthereformofculturalsysteminourcountry,thepublishingindustrywiththeindependentmarketmainbodyposturetoparticipateinthedomesticandinternationalmarketcompetition．Inmicropropagationenvironment，howtoleveragenewmediatechnology,playadva

3、ntage，letthepublishingindustryintothetechnologyinthefieldofnewmediapublishing，expandthewidth，depthextensionofpublishing，andfurtherenhancethecompetitivenessofthepublishingindustry,isanimportantprobleminpublishingindustry．Inavaryfromminutetominutemicropropagat

4、ionenvironment，howtousethegoodpolicies．combined丽ththedevelopmentoftheindustryfortheinternalandexternalcauses，onthebasisofinternationalpublishinggroupdevelopmentexperience，comprehensivedomesticactualsituation，determinethepublishingenterprisedevelopment，willul

5、timatelyenterprisesbiggerandstronger,andthisisanurgentprobleminfrontofpublishingindustryinourcountry．Inthispaper,basedonthedigitalagewillMcluhanpublishedsurvivalstudiesandLevinsonstudyonnetworkpropagationasthetheoreticalfoundation，combsthehistoryofpublishing

6、enterprisegroupdevelopmentofdomestic，international，usingcontentanalysisandcaseanalysis，tothetypicalpublishingopportunitiesandchallenges，intheprocessofdevelopment，thetechnicalbottleneckconstraints，capitalandotheraspectsofIll西南大学硕士学位论文barriers，irrationalindust

7、rialstructure，stillgivepublishingenterpriseshasbroughtenormouschallenge．Comprehensivefactors，publishinggroupdevelopmentroadofenterprisebeimperative．Microcreation，microcontent，micromarketing，becomeadrivingforceforpublishingenterprisegroupdevelopmentofthethree

8、carriages．Microcreationistheindicatorofpublishingenterprisedevelopment．Withtherapiddevelopmentofculturalandcreationindustryt，theeastwindpropelledthedevelopmentofpublishingindustry．Atthesametime，