图书情报工作 ›› 2020, Vol. 64 ›› Issue (8): 32-40.DOI: 10.13266/j.issn.0252-3116.2020.08.004

• 工作研究 • 上一篇    下一篇

深度数字阅读推广的内容营销机制研究

马坤坤1, 茆意宏1, Xiangmin Zhang2, Hermina Anghelescu2, 朱玲玲1   

  1. 1 南京农业大学信息科学技术学院 南京 210095;
    2 韦恩州立大学信息学院 底特律 48202
  • 收稿日期:2019-08-14 修回日期:2019-12-15 出版日期:2020-04-20 发布日期:2020-04-20
  • 通讯作者: 茆意宏(ORCID:0000-0002-1596-8837),教授,博士生导师,通讯作者,E-mail:maoyh@njau.edu.cn
  • 作者简介:马坤坤(ORCID:0000-0003-3256-9253),博士研究生;Xiangmin Zhang,副教授;Hermina Anghelescu,教授;朱玲玲(ORCID:0000-0002-7709-4303),博士研究生。
  • 基金资助:
    本文系国家社会科学基金项目"基于内容营销的深度数字阅读推广研究"(项目编号:16BTQ002)研究成果之一。

Research on Content Marketing Mechanism of Deep Digital Reading Promotion

Ma Kunkun1, Mao Yihong1, Xiangmin Zhang2, Hermina Anghelescu2, Zhu Lingling1   

  1. 1 College of Information Science and Technology, Nanjing Agricultural University, Nanjing 210095;
    2 School of Information Sciences, Wayne State University, Detroit 48202
  • Received:2019-08-14 Revised:2019-12-15 Online:2020-04-20 Published:2020-04-20

摘要: [目的/意义] 针对推广信息缺乏用户化设计等问题,提出一种基于内容营销理论来促进深度数字阅读推广效果提升、激发用户的深度数字阅读行为的新思路。[方法/过程] 聚焦于推广信息视角,借鉴内容营销理论,结合深度数字阅读推广的内涵和特征,构建深度数字阅读推广的内容营销机制。[结果/结论] 基于内容营销的深度数字阅读推广机制的特点主要体现在重视推广信息的设计、创建和传播,同时对目标用户、推广对象、推广主体、推广渠道、推广策略、推广评价等要素进行重塑;以推广信息为纽带,通过有价值的内容实现目标用户和推广对象的强关联,并以推广渠道、推广策略为支撑。

关键词: 数字阅读, 阅读推广, 深度阅读, 内容营销

Abstract: [Purpose/significance] To remedy the lack of customized design of promotional message, this paper proposed a new idea based on content marketing theory to improve the effectiveness of digital reading promotion and stimulate people’s deep digital reading behavior. [Method/process] Focusing on the perspective of promotional message, this paper constructed a content marketing mechanism about deep digital reading promotion by adopting the content marketing theory and combining with the definition and characteristics of deep digital reading promotion. [Result/conclusion] The characteristics of deep digital reading promotion based on content marketing are mainly reflected in the design, creation and dissemination of promotional message. At the same time, the six elements of target users, promotion objects, promotion subjects, promotion channels, promotion strategies and promotion evaluations are reshaped. Specifically,with the promotional message as the link, the strong connection between the target users and the promotion objects is realized through valuable content, and supported by promotion channels and promotion strategies.

Key words: digital reading, reading promotion, deep reading, content marketing

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