基于传播5W模式解读出版社微信营销的应用.pdfVIP

32 4 Vol.32 No.4 20158 Journal of Suzhou College of Education Aug.2015 DOI:10.16217/ki.szxbsk.2015.04.016 The Application of Wechat Marketing by Publishing Houses Based on the “5W” Mode of Communication LIN An-hong (Editorial Department of Journal, Fujian Agriculture and Forestry University, Fuzhou 35000, China) Abstract The wide application of new online media, such as Wechat, provides new means for press marketing. Based on the Lasswell“5W” mode of communication, this article analyses the application characteristics of Wechat marketing by publishing houses in terms of target positioning, communication content and form, the process of information sending and receiving, audience orientation and range, and information communication effect. Detailed Wechat marketing application developmental strategy by publishing houses from the aspects of the rationalization of the carrier function, the qualifi cation of the marketing information, the diversifi cation of the marketing strategy, the standardization of marketing operation and management are explained in this paper. Key words “5W” publishing houses；Wechat marketing； Mode；communication 在媒介融合趋势下，随着科技发展进程的不断 样，这五个基本要素有效契合了传播学控制研究、 加快，出版业营销方式也日益多元化。作为当前营 内容分析、媒介研究、受众研究和效果研究这五大 销平台中异军突起的新生力量，微信在出版业营销 [1]笔者认为微信从其目标定位、传 领域的相关内容。 中日益显示其独特作用。 播内容与形式、信息传递与接收过程、受众定位与 范围、信息扩散能力与效果等方面具备拉斯韦尔传 播过程“5W ”模式的基本要素，