Web2.0时代出版社网络关系营销研究--以出版社在豆瓣网营销为案例.pdfVIP

Web2.0 时代出版社网络关系营销研究 ——以出版社在豆瓣网营销为案例 摘 要 在互联网时代，出版业遭遇了重重困难，这是其改变传统营销方式的 一个契机。虽然目前出版业开始涉足网络营销，但是在方法尝试上还存在 不足。因此本文立足于出版业存在的难题，对出版社在Web2.0 时代，运用 “以读者为中心”的网络关系营销进行研究。 出版社需要开展网络关系营销，原因是从网络的发展历程看，关系被 逐渐重视，现今日益兴盛的社交网络更是体现了关系的重要性。而豆瓣网 作为国内一家兴趣类社交网站，蕴含着出版产业链的基本要素和优质的读 者市场，并且具有强大的关系基础。而且通过本文调查发现，豆瓣的用户 构建了类聚、平等、互动、信任、主动的交流系统。这些优势为出版社实 施关系营销提供了良好的条件。 本文主要就出版社在豆瓣网的关系营销现状进行研究，着重分析了在 豆瓣网关系营销较典型的两家出版方，即广西师范大学出版社和磨铁公司， 并通过现状研究对出版社实行关系营销提供了一些策略：出版社要更重视 和读者的关系，不断创新关系建构的形式；形成网上网下一体化的关系营 销，网上长期一对一互动，网下建立人际交往形式的读者俱乐部；而且在 移动设备发展时，出版社需早作准备，注重对无线社区的关系建构，最终 和读者形成互惠双赢的关系。 关键词：出版业 网络关系营销 豆瓣网 The Online Relationship Marketing of Publishing in Web2.0 era ： A Case Study on Douban ABSTRACT In a period of time ，the publishing industries have encountered lots of difficulties, so it is necessary for them to change the traditional marketing methods. Although the publishing industries have begun to get involved in network marketing, it is still inadequate in the attempts. Therefore, this article is based on the discovery of the publishing’s problems, and describes the readers-centered relationship marketing approach on the web. In the course of the network’s development, the relationship is being valued increasingly, especially at present, the social networking sites are thriving. This phenomenon reflects the importance of the relationship. In order to establish long-term partnerships with readers, Publishers should conduct the relationship marketing. And Douban, as one of the interest-based social networking sites, has strong user stickiness. Survey findings from 109 users in Douban reveal that it forms an interests-integrated, interactive, trusting and act