少儿出版的微信运营模式探析
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摘要
微信作为移动互联网的主要入口之一,为出版单位的数字化营销提供新的平台。做好微信公众号运营,可以实现出版产品尤其是数字出版产品的线上线下营销互动,创新数字出版商业模式,为传统出版的数字化转型提供新路径。本文解析中国少年儿童新闻出版总社微信运营案例,从微信公众号定位、内容运营、用户运营、电商运营等方面提出传统出版单位微信公众号运营的新思路。
As one of the main entrances of Mobile Internet, Wechat provides a new platform for digital marketing of publishing units. Doing a good job in the WeChat public account can realize the online and offline marketing interaction of publishing products, especially for digital publishing products, innovate the business model of digital publishing and provide a new path for the digital transformation of traditional publishing. This paper analyzes the WeChat operation case of China Children's Press and Publications Group and proposes new ideas on the operation of WeChat public account to the traditional publishing unit from the aspects of WeChat public account positioning, content operation, user operation and e-commerce operation.
As one of the main entrances of Mobile Internet, Wechat provides a new platform for digital marketing of publishing units. Doing a good job in the WeChat public account can realize the online and offline marketing interaction of publishing products, especially for digital publishing products, innovate the business model of digital publishing and provide a new path for the digital transformation of traditional publishing. This paper analyzes the WeChat operation case of China Children's Press and Publications Group and proposes new ideas on the operation of WeChat public account to the traditional publishing unit from the aspects of WeChat public account positioning, content operation, user operation and e-commerce operation.
引文
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[4]王艳玲,李宸.微信公众号的传播特性及其营销优势[J].新媒体研究,2017(10):39-41
[5]武迪,魏超,赵越.微信平台商业模式及其赢利点分析[J].出版发行研究,2015(6):33-37
[6]梁辰.基于微信平台的少儿绘本营销研究[J].出版科学,2018,26(2):85-88
[7]孙晓轲.学前儿童亲子阅读行为模式初探[J].出版科学,2019,27(1):55-61
[2]赵鑫,郭泽德,梁丹.出版社微信运营现状分析及思考[J].出版发行研究,2015(6):41-44
[3]刘蒙之.新媒体时代出版社微信公众号运营现状、问题与对策研究[J].出版科学,2016,24(4):88-92
[4]王艳玲,李宸.微信公众号的传播特性及其营销优势[J].新媒体研究,2017(10):39-41
[5]武迪,魏超,赵越.微信平台商业模式及其赢利点分析[J].出版发行研究,2015(6):33-37
[6]梁辰.基于微信平台的少儿绘本营销研究[J].出版科学,2018,26(2):85-88
[7]孙晓轲.学前儿童亲子阅读行为模式初探[J].出版科学,2019,27(1):55-61