出版科学 ›› 2021, Vol. 29 ›› Issue (4): 63-.

• 发行学 发行工作 • 上一篇    下一篇

平台经济视角下出版直播营销关系研究

  

  1. (中国传媒大学传播研究院,北京,100064)
  • 出版日期:2021-07-15 发布日期:2021-07-31
  • 作者简介:李晶,中国传媒大学传播研究院 2020 级博士生,《编辑之友》杂志副编审。
  • 基金资助:
    本文系 2020 年度国家广播电视总局部级社科研究项目“5G 条件下网络视听新业务管理研究”
    (GDT2015)成果之一。

Research on the Marketing Relationship of Publishing Live Broadcast from the Perspective of Platform Economy

  1. (Communication Research Institute, Communication University of China, Beijing, 100064)
  • Online:2021-07-15 Published:2021-07-31

摘要:

文章从平台经济和运行机制关系特征入手,对出版产业营销渠道的平台转向进行分析,
认为传统的出版营销模式在平台机制中已不适用,需要根据平台特性,围绕产业链核心资源,拓宽
出版直播运营思路,匹配直播平台特性,积极探索定制出版。

Abstract:

From the characteristics of platform economy and operational mechanism, the
paper analyzes the platform shift of the marketing channels of the publishing industry, and
considers that the traditional publishing marketing model is not applicable to the platform
mechanism. According to the characteristics of the platform, we need to broaden the ideas
of publishing live broadcast operation around the core resources of the industrial chain, and
actively explore customized publishing according to the characteristics of the live broadcast
platform.

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