出版科学 ›› 2017, Vol. 25 ›› Issue (2): 8-.
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张美娟 刘芳明
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摘要:
数媒时代,用户从被动地接受信息逐渐转变为主动获取信息,用户的决策机制也因此发生了变化, 内容营销开始成为最重要的数字营销方式之一。从内容营销的具体涵义出发,提出内容营销的5W 新思维;随后, 从营销定位、管理内容过程和营销效果评估三个方面入手,介绍内容营销在实施过程中的要点;最后,结合具 体案例分析内容营销的主要策略。
关键词: 数媒时代, 决策机制, 内容营销
Abstract:
In the era of digital media, users are transforming from information passive accepted into active acquired, the users’decision-making mechanism has also changed accordingly, and the content marketing has become one of the most important way of digital marketing. This paper starts from the specific meaning of content marketing, proposing the new thought of the 5w factor of content marketing; after that, from the three aspects of content marketing: marketing orientation, management content and marketing effect evaluation, introduced the key points in the implementation process; finally, analyzed the main content of marketing strategy combined with the detailed cases.
张美娟 刘芳明. 数媒时代的内容营销研究[J]. 出版科学, 2017, 25(2): 8-.
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http://cbkx.whu.edu.cn/jwk3/cbkx/CN/Y2017/V25/I2/8