摘要
近年,出版社开始采用网络直播进行图书营销,获得了良好的市场反应。然而,出版业的网络直播尚处起步阶段,如何充分利用网络直播推动出版业发展是值得探讨的课题。文章通过分析出版业网络直播案例,总结出版业网络直播的类型及兴起的根源,并基于布迪厄的"场域"理论,进一步解析出版业网络直播营销的"场域"作用,最后构建出出版业网络直播的"场域"营销模式。
In recent years, publishers began to adopt the way ofwebca^st in book marketing, and achieved a good market response. It is word- exploring the subject on how to take good advantage of webcast in publishing industry, because the webcast in publishing industry is still in the initial stage. This paper sums up the different categories of publishing webcast and the causes of its rise in publishing industry through analyzing some typical examples. Based on the theory of Bourdieu＇s ＂field＂, it further analyzes the function of ＂field＂ in publishing webcast, and finally constructs the ＂field＂ marketing modes of publishing webcast.
出处
《编辑之友》
CSSCI
北大核心
2017年第9期18-21,96,共5页
Editorial Friend
基金
"虚拟现实条件下AR对出版物效果提升研究"国家社科基金项目
关键词
出版业
网络直播
场域
营销
publishing industry
webcast
field
marketing
