| 自播营销趋势下出版企业打造私域流量探析 |
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| 引用本文： | 萧荣璇,余人.自播营销趋势下出版企业打造私域流量探析[J].出版与印刷,2022,0(6):72-79. |
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| 作者姓名： | 萧荣璇 余人 |
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| 作者单位： | 1.广东财经大学人文与传播学院 |
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| 基金项目： | 教育部课题“疫情常态化背景下城市低龄老年人数字阅读促进与优化研究”（编号22YJA860010）。 |
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| 摘 要： | 文章探讨出版企业打造私域流量的方法与路径。为应对市场由增量竞争向存量竞争转变，突破平台和关键意见领袖双重挤压的发展困境，出版企业开始向私域运营转型。文章聚焦出版企业的自播营销行为，从当前的发展现状、布局私域流量的思路和方法，论证出版企业打造私域流量的价值。研究发现，自播营销在引流、促活、留存、转化中表现出的优越性，能够促使出版企业的营销布局向打造私域流量转变。未来出版企业要实现对私域流量真正意义上的自在控制、屡次使用，需在公域引流、渠道整合、用户管理、矩阵布局等方面继续打造私域流量，以期赋能出版营销，提高产品的销量和品牌的美誉度。
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| 关 键 词： | 自播营销 私域流量 公域流量 出版营销 新媒体运营 |
Analysis on the Private Domain Traffic of Publishing Enterprises Under the Trend of Self Broadcast Marketing |
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| XIAO Rongxuan,YU Ren.Analysis on the Private Domain Traffic of Publishing Enterprises Under the Trend of Self Broadcast Marketing[J].Publishing & Printing,2022,0(6):72-79. |
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| Authors: | XIAO Rongxuan YU Ren |
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| Institution: | 1.College of Humanities and Communication , Guangdong University of Economics and Finance |
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| Abstract: | This article discusses the methods and paths for publishing enterprises to build private domain traffic. In order to cope with the transformation of market competition from incremental competition to stock competition, and break through the development dilemma of double extrusion of platforms and key opinion leaders, publishing enterprises begin to transform to private operation. This article focuses on the self broadcast marketing behaviors of publishing enterprises, and demonstrates the value of publishing enterprises in creating private domain traffic from the current development status, ideas and methods of the private domain traffic layout. The research finds that the advantages of self broadcast marketing in drainage, promotion, retention and transformation can promote the transformation of the marketing layout of publishing enterprises to create private domain traffic. In the future, if publishing enterprises want to achieve free control and repeated use of private domain traffic in the true sense, they need to continue to build private domain traffic in public domain drainage, channel integration, user management, matrix layout, etc., in order to enable publishing marketing and improve product sales and brand reputation. |
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