出版科学2018，Vol.26Issue(2)：81-84,4.
基于SIVA范式的高等教育出版社数字营销策略
Digital Marketing Strategy of Higher Education Press Based on SIVA Paradigm
杨文 1王涵1
作者信息
- 1. 武汉大学信息管理学院,武汉,430072
- 折叠
摘要
Abstract
With the development of big data and search engine, the information dominance goes from marketers to consumers gradually. The traditional product-driven supply chain has been replaced by consumer-demand and service-oriented chain model. The digitalmarketing strategy changes quietly. This paper focuses on the four aspects of SIVA paradigm, namely Solutions, Information, Value and Access, to analyze the digital marketing strategy of the Higher Education Press and put forward a transformation strategy with solution diversification, information socialization, value maximization and path contraction for education publishing.关键词
教育出版/SIVA/数字营销Key words
Education publishing；SIVA；Digital marketing分类
社会科学引用本文复制引用
杨文,王涵..基于SIVA范式的高等教育出版社数字营销策略[J].出版科学,2018,26(2):81-84,4.
