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在今天中国的许多出版机构中,营销的概念仍未被清晰认识,甚至有颇多误解。图书营销是一种创造产品和服务的过程,图书营销是生成顾客的活动和过程。应当从出版观念上谈营销,而非单纯从产品或是推广活动上理解营销。营销的环节应覆盖出版工作的各个角落:选题列选、编辑、产品设计、出版后媒体营销、活动策划等等。出版业在信息时代的新的转型,某种意义上将进入到营销驱动时代。
In many publishing houses in China today, the concept of marketing is still not clearly understood and even misunderstood. Book marketing is a process of creating products and services. Book marketing is the activity and process of generating customers. Marketing should be based on the notion of publication, rather than understanding marketing solely on the product or promotion. Marketing links should cover every corner of the publishing work: the selection of topics, editors, product design, publishing media marketing, event planning and so on. The new transformation of the publishing industry in the information age will, in a sense, enter the age of marketing drive.