【作者】 张岩；

【导师】 公文；

【作者基本信息】 青岛科技大学 ， 出版（专业学位）， 2019， 硕士

【摘要】 近些年来出版业稳步发展,少儿出版作为出版业的重要版块之一保持增长势头。同时,随着媒介技术的不断升级和移动互联网的快速发展,智能手机、平板电脑等大量移动终端出现,大数据、短视频、虚拟现实等新技术不断在出版业得以实践,人们对社交媒体使用更加频繁,线上线下购买和使用少儿出版物发生变化。在此背景之下,少儿出版物营销渠道出现新形式,社群营销在近几年兴起并发展,成为少儿出版社竞相使用的营销渠道之一。少儿出版作为出版市场的活跃版块,与社群营销联系紧密。社群营销作为少儿出版物的营销渠道之一,在2015年兴起,2016年爆发后的近几年里发生了新的变化,社群营销的“强效果”不再明显。社群营销作为一种出版物营销渠道,与线下实体店渠道、电商平台渠道形成竞争和融合的关系,面临自身进一步如何更好发展的问题。少儿出版社面临着市场竞争主体增多、产品同质化现象严重、生产成本加大等挑战,需要转型创新发展。因此,本文从新闻传播学和出版学角度对少儿出版物社群营销进行探析,研究的问题是少儿出版物社群营销策略。本研究从社群的发展出发,探析少儿出版物社群营销的发展和类型,对少儿出版物用户进行分析,研究社群营销对少儿出版物带来的变化,结合具体案例和创新扩散理论来分析少儿出版物的社群营销策略,最后落脚到少儿出版社如何利用社群营销取得发展,打造更好的少儿出版物,满足不同用户需求,从而推动少儿出版业的良好发展。更多还原

【Abstract】 In recent years,the publishing industry has developed steadily,and children’s publishing,as one of the important parts of the publishing industry,has maintained its growth momentum.At the same time,with the continuous upgrade of media technology and the rapid development of mobile Internet,smart phones,tablets,such as a large number of mobile terminals,big data,short video,virtual reality,etc.New technology in the publishing industry to practice constantly,people in social media use more frequent,online purchase and use change children’s publications.In this context,new forms of children’s publications marketing channels have emerged,and community marketing has emerged and developed in recent years,becoming one of the marketing channels that children’s publishing houses compete to use.As an active part of the publishing market,children’s publishing is closely linked with community marketing.As one of the marketing channels for children’s publications,community marketing emerged in 2015.After the outbreak in 2016,new changes have taken place in recent years.The "strong effect" of community marketing is no longer obvious.As a publication marketing channel,community marketing forms a competitive and integrated relationship with offline physical stores and e-commerce platform channels,and faces the problem of how to further develop itself.Children’s publishing houses are faced with challenges such as increasing market competition,serious product homogenization,and increasing production costs,which require transformation,innovation and development.Therefore,this paper analyzes the community marketing of children’s publications from the perspective of journalism and communication and publishing,and studies the strategy of community marketing of children’s publications.Starting from the development of community,this study explores the development and types of community marketing of children’s publications,analyzes the users of children’s publications,and studies the changes brought by community marketing to children’s publications.Combined with specific cases and innovation diffusion theory to analyze the community marketing strategy of children’s publications,Finally,I settled on how children’s publishing houses make use of community marketing to achieve development,create better children’s publications and meet the needs of different users,so as to promote the good development of children’s publishing industry.更多还原