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近几年来,微信等新媒体的出现,为大学出版社的发展开辟了另一个通道,丰富了大学出版社图书产品的宣传途径,也强化了其品牌形象建设,尤其是多元化的内容形式和文案特色更是为大学出版社的图书推广、营销和服务增添了不少色彩。大学出版社如何利用好微信这一移动终端品牌,充分发挥自身的专业特色,做出优秀的微信文案,吸引读者眼光,并在出版社微信运营阶段发挥作用是值得思考的问题。本文主要针对大学出版社微信文案存在的主要问题展开策略研究,希望对大学出版社的微信运营有所帮助。
In recent years, the advent of new media such as WeChat has opened up another channel for the development of university publishing houses, enriched the publicity ways of library products for university presses, and strengthened the building of its brand image, especially the diversified content forms and Copywriting features more for University Press book marketing, marketing and services added a lot of color. How University Publishers make good use of WeChat, a mobile terminal brand, to give full play to its professional characteristics, make excellent WeChat copywriting, attract readers’ eyes and play a role in the operation of WeChat publishing operation is a question worth considering. This paper mainly studies the main problems existing in WeChat copywriting of University Press, and hopes to help WeChat operation in University Press.