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

《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》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、西南大学硕士学位论文在文化创意产业快速发展的今天，借其东风助推出版产业发展。同时，坚持内容为王，加强产品线建设，固本守元，稳固出版企业根基。在市场经济浪潮中，微营销成为出版企业集团化发展的新路径，借新媒体技术之力，打造微博营销模式，掀开微传播环境中集团化发展之路的新篇章。关键词：出版企业微传播环境集团化AbstractThedevelopmentpathexplorationofpublishinggroupinmicropropagationenvironmentMajorinCommunication：Xi

2、ongZhuAcademicAdviser：ProfessorZhouAnpingThepublishingindustryasanimportantpartofculturalindustry,shouldersthemissionofleachingknowledgeandtransferringcivilization．Withthedeepeningofthereformofculturalsysteminourcountry,thepublishingindustrywiththeindependen

3、tmarketmainbodyposturetoparticipateinthedomesticandinternationalmarketcompetition．Inmicropropagationenvironment，howtoleveragenewmediatechnology,playadvantage，letthepublishingindustryintothetechnologyinthefieldofnewmediapublishing，expandthewidth，depthextensio

4、nofpublishing，andfurtherenhancethecompetitivenessofthepublishingindustry,isanimportantprobleminpublishingindustry．Inavaryfromminutetominutemicropropagationenvironment，howtousethegoodpolicies．combined丽ththedevelopmentoftheindustryfortheinternalandexternalcaus

5、es，onthebasisofinternationalpublishinggroupdevelopmentexperience，comprehensivedomesticactualsituation，determinethepublishingenterprisedevelopment，willultimatelyenterprisesbiggerandstronger,andthisisanurgentprobleminfrontofpublishingindustryinourcountry．Inthi

6、spaper,basedonthedigitalagewillMcluhanpublishedsurvivalstudiesandLevinsonstudyonnetworkpropagationasthetheoreticalfoundation，combsthehistoryofpublishingenterprisegroupdevelopmentofdomestic，international，usingcontentanalysisandcaseanalysis，tothetypicalpublish

7、ingopportunitiesandchallenges，intheprocessofdevelopment，thetechnicalbottleneckconstraints，capitalandotheraspectsofIll西南大学硕士学位论文barriers，irrationalindustrialstructure，stillgivepublishingenterpriseshasbroughtenormouschallenge．Comprehensivefactors，publishinggro

8、updevelopmentroadofenterprisebeimperative．Microcreation，microcontent，micromarketing，becomeadrivingforceforpublishingenterprisegroupdevelopmentofthethreecarriages．Microcreationistheindicatorofpub