摘 要
出版社共有企业商业上的共同点，是传播知识、文化、技术、信息的重要部门。随着国家文化单位制度的改革不断推进，出版社面临的市场环境也发生了巨大的变化。随着科技的进步，读者的多样性个性化的读书需求越来越明显，呈现出更多的变化。电子商务、电子书籍阅读平台、在线书店等多种销售渠道，对应读者群的各种消费方案。但是，以往的出版社的提供无法满足用户需求的书籍和其他产品，性价比不高，渠道融合能力不高，社会化需求不及时应对。这些问题严格限制了以往出版行业基于互联网的变革。因此，加强管理，注意市场营销渠道的整合，使用多种营销手法是非常重要的。
本文首先整理国内外的在线营销和混合营销的相关理论成果，并进一步介绍在线营销和4P及跨界营销理论的相关概念。在此基础上，通过实地调查和在线调查，分析了阳光出版社的基本情况、营销状况和现有问题，接着是利用新媒体平台结合跨界营销，与来自营销的实施的特定问题相结合。利用互联网营销平台、大数据平台等，推进阳光出版社的市场战略。这篇文章是以阳光出版社的网络营销战略的改革创新为对象的，为改善专业出版社市场营销系统提供开发路径，以提供出版社网络营销战略创新的参考为目的。
关键词：阳光出版社；网络营销；营销策略
Abstract
Publishing houses share the common points of enterprises and businesses, and are important departments for disseminating knowledge, culture, technology and information. With the continuous reform of the national cultural unit system, great changes have taken place in the market environment faced by publishing houses. With the progress of science and technology, the diversity of readers, personalized reading demand is more and more obvious, showing more changes. E-commerce, e-book reading platform, online bookstore and other sales channels correspond to various consumption schemes of readers. However, the previous publishing houses can not meet the needs of users of books and other products, cost performance is not high, channel integration ability is not high, social demand is not timely response. These problems have strictly restricted the Internet based reform of the publishing industry in the past. Therefore, it is very important to strengthen management, pay attention to the integration of marketing channels and use a variety of marketing techniques.
This paper first summarizes the theoretical achievements of online marketing and hybrid marketing at home and abroad, and further introduces the related concepts of online marketing, 4P and cross-border marketing. On this basis, through on-the-spot investigation and online survey, this paper analyzes the basic situation, marketing situation and existing problems of sunshine publishing house. Then it combines cross-border marketing with new media platform and specific issues from the implementation of marketing. Using internet marketing platform and big data platform to promote the market strategy of sunshine publishing house. This article takes the innovation of network marketing strategy of sunshine publishing house as the object, provides development path for improving marketing system of professional publishing house, and provides reference for innovation of network marketing strategy of publishing house.
Key words: Sunshine publishing house; network marketing; marketing strategy
目录
一、绪论1
（一）研究背景1
（二）研究意义1
（三）国内外研究现状1
1.国外研究现状1
2.国内研究现状1
（四）研究方法2
二、阳光出版社网络营销现状分析3
（一）阳光出版社基本情况3
（二）阳光出版社网络营销现状分析3
1.阳光出版社市场定位3
2.阳光出版社网络营销策略分析3
三、阳光出版社网络营销的存在问题分析5
（一）产品不能充分满足用户需要5
（二）产品性价比不高7
（三）营销渠道单一7
（四）网络营销方式不能满足用户社交化需求8
四、阳光出版社网络营销策略创新10
（一）利用互联网营销平台提升出版产品性价比10
（二）利用新媒体平台激活图书社群营销10
（三）跨界营销驱动出版营销新模式10
1.形成多元化盈利模式10
2.推进跨界载体创新10
（四）运用网络直播技术重构出版营销方式11
结论12
参考文献
