关键词: 出版产业, 网络营销, 图书营销, 新媒体

Abstract:

There are many deficiencies in the traditional marketing mode of the book publishing， which
needs integration and development with the new media to promote its publicity and promotion. This paper
takes five universities press of“ The National Top Book Publishing Units” as the research object， conducting
an investigation respectively on their uses of Forum， Blogging， MicroBlog and WeChat marketing platform.
Then, according to the marketing effect of various marketing platform， innovatively proposed the optimization
strategy of the traditional marketing mode under the new media environment. They are to innovative the
thoughts of forum marketing， to expand the territory of blog marketing， to extend the marketing model of
MicroBlog and to build a marketing flat of WeChat。