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요약정보
独立书店发展和新媒体运营的实证分析
Resource Type
Academic Journal
Authors
王奇璐
;
丁宇轩
Source
中国集体经济 / China Collective Economy
. (32):35-38
Subject
独立书店
先锋书店
新媒体
营销
Language
Chinese
ISSN
1008-1283
Online Access
Full Text (CAJ - 경제/경영)
초록
近年来我国愈发重视文化产业的发展,书店作为文化传播的载体,其发展状况受到了媒体与社会的关注.特别是秉持人文关怀的独立书店,不断在探索具有自身特色的转型发展道路,在这其中许多书店不约而同地以新媒体作为宣传战线,采取线上线下结合的方式进行整合营销.文章以南京先锋书店为例,采集相应实验数据,对其客户群体、宣传周期等进行了分析,研究新媒体运营对独立书店发展的影响,并尝试探讨独立书店新媒体运营未来的方向.
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