Publishing Journal ›› 2018, Vol. 26 ›› Issue (2): 81-.
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Abstract:
With the development of big data and search engine, the information dominance goes from marketers to consumers gradually. The traditional product-driven supply chain has been replaced by consumer-demand and service-oriented chain model. The digitalmarketing strategy changes quietly. This paper focuses on the four aspects of SIVA paradigm, namely Solutions, Information, Value and Access, to analyze the digital marketing strategy of the Higher Education Press and put forward a transformation strategy with solution diversification, information socialization, value maximization and path contraction for education publishing.
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URL: http://cbkx.whu.edu.cn/jwk3/cbkx/EN/
http://cbkx.whu.edu.cn/jwk3/cbkx/EN/Y2018/V26/I2/81