深度数字阅读推广的内容营销机制研究
Research on Content Marketing Mechanism of Deep Digital Reading Promotion
[目的/意义] 针对推广信息缺乏用户化设计等问题，提出一种基于内容营销理论来促进深度数字阅读推广效果提升、激发用户的深度数字阅读行为的新思路。[方法/过程] 聚焦于推广信息视角，借鉴内容营销理论，结合深度数字阅读推广的内涵和特征，构建深度数字阅读推广的内容营销机制。[结果/结论] 基于内容营销的深度数字阅读推广机制的特点主要体现在重视推广信息的设计、创建和传播，同时对目标用户、推广对象、推广主体、推广渠道、推广策略、推广评价等要素进行重塑；以推广信息为纽带，通过有价值的内容实现目标用户和推广对象的强关联，并以推广渠道、推广策略为支撑。
信息传播、知识传播文化事业科学、科学研究
数字阅读阅读推广深度阅读内容营销
茆意宏,马坤坤,朱玲玲,Xiangmin Zhang,Hermina Anghelescu.深度数字阅读推广的内容营销机制研究[EB/OL].(2023-04-01)[2025-10-05].https://chinaxiv.org/abs/202304.00272.点此复制
[Purpose/significance] To remedy the lack of customized design of promotional message, this paper proposed a new idea based on content marketing theory to improve the effectiveness of digital reading promotion and stimulate people’s deep digital reading behavior. [Method/process] Focusing on the perspective of promotional message, this paper constructed a content marketing mechanism about deep digital reading promotion by adopting the content marketing theory and combining with the definition and characteristics of deep digital reading promotion. [Result/conclusion] The characteristics of deep digital reading promotion based on content marketing are mainly reflected in the design, creation and dissemination of promotional message. At the same time, the six elements of target users, promotion objects, promotion subjects, promotion channels, promotion strategies and promotion evaluations are reshaped. Specifically,with the promotional message as the link, the strong connection between the target users and the promotion objects is realized through valuable content, and supported by promotion channels and promotion strategies.
digital readingreading promotiondeep readingcontent marketing
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