微博营销在图书出版中的应用.docVIP

微博营销在图书出版中的应用 摘要：时下，多种互动型社会化媒体顺势崛起，2011微博年使得无论大企业还是小品牌都已经将此作为了企业营销的必争之地。凭借微博其操作快捷、时效性和互动性强、传播速度快等特点，使得微博更被大众喜欢。企业创建微博可以提高权威性，通过和用户之间的沟通更加了解用户了解，从而增加用户对产品的了解。图书出版行业作为文化行业的领头羊通过借助微博群体广、渗透能力强、传播速度快的特点，加大重点图书对社会的影响力和文化传播能力。 由于传统出版营销存在受众面窄、传播滞后、成本高等局限，出版业微博营销的适时运用，将有效地提升其效力，也必将带来传统出版运作理念的改变和提升。12414 关键词：微博营销；图书营销；企业形象 Application of Twitter in Book Publishing Abstract: Nowadays, many mutual social media conveniently rise, 2011 Twitter years makes no matter big or small enterprises have been the brand as the enterprise marketing a battleground. With the Twitter its operation quick, timeliness and interactivity of strong, speed and other characteristics, makes the Twitter more by the public likes. Enterprise create Twitter account to improve authority. Through the communication between the user and know more about users understand, thus increasing the user to the understanding of the products. Book publishing industry as a cultural industry through the help of the leader of the group, the penetration ability has wide strong, the characteristics of the speed, increase the key to the influence of the society and the culture communication ability. As the traditional publishing marketing existence at a narrow, spread lag, the higher limits the cost. The publishing industry has timely use of Twitter marketing, which will effectively improve their effectiveness, and will bring traditional publishing operating change and ascension. Key words: Twitter marketing; Book marketing; Enterprise image 3. 充分展示出版的强项和特色，仅仅围绕ldquo;出版rdquo;的话题编辑文字8 4. 充分利用ldquo;意见领袖rdquo;的强大作用9 5. 充分发掘企业微博（应用）的功能，加强信息管理9 6. 充分将微博平台与多个SNS平台相结合，打破界限，让信息与人ldquo;活rdquo;起来9 （二）、紧抓ldquo;时机rdquo;和ldquo;引爆点rdquo;10 1. 密切关注的热点的时机10 2. 微博要有内容，挖掘原创微博的爆点10 3. 互动的时机10 4. 找准发微博的时间和重大节日的引爆点10 六、未来图书营销新型模式10 （一）、继续完善微博营销10 （二）、多元化发展mdash;mdash;实体书店、网上书店结合11 （三）、探索更多网络营销的方法和模式13 致谢14 参考文献15 一、引言 时下，多种互动型社会化媒体顺势崛起，2011微博年使得无论大企业还是小品牌都已经将此作为了企业营销的必争之地。凭借微博其操作快捷、时效性和互动性强、传播速度快等特点，使得微博更被大众喜欢。企业创建微博可以提高权威性，通过和用户之间的沟通更加了解用