中国科技期刊研究 ›› 2022, Vol. 33 ›› Issue (3): 320-327. doi: 10.11946/cjstp.202108160650

• 数字出版 • 上一篇    下一篇

基于4I理论的科普期刊网络直播营销策略探究

刘俊冉()   

  1. 江苏师范大学影视与传媒学院,江苏省徐州市云龙区和平路57号 221009
  • 收稿日期:2021-08-16 修回日期:2022-02-03 出版日期:2022-03-15 发布日期:2022-04-15
  • 作者简介:刘俊冉(ORCID:0000-0001-7701-6703),博士,副教授,E-mail: 444703295@qq.com

Strategies for live streaming marketing of popular science journals based on 4I theory

LIU Junran()   

  1. School of Media, Film, and Television, Jiangsu Normal University, 57 Heping Road, Yunlong District, Xuzhou 221009, China
  • Received:2021-08-16 Revised:2022-02-03 Online:2022-03-15 Published:2022-04-15

摘要:

【目的】 基于4I理论探索科普期刊网络直播营销的策略。【方法】 以文献研究、案例分析方法为主,构建以内容为王、利益双赢、参与互动、优化体验为主的科普期刊网络直播营销模型,基于此管窥科普期刊网络直播营销发展中存在的问题,并探索科普期刊开展网络直播营销的策略。【结果】 目前科普期刊网络直播营销中存在的主要问题包括营销内容单一、营销互动较少、营销模式单一、营销个性化服务有待于提升。【结论】 基于4I理论提出科普期刊网络直播营销策略:深度挖掘用户需求,以趣味性知识进行引流;深化利益双赢意识,以实现用户价值为导向;深耕用户互动机制,善用多样化营销模式;深入开展个性化服务,以强化期刊直播营销效果。

关键词: 科普期刊, 网络直播营销, 4I理论

Abstract:

[Purposes] This paper aims to explore the strategies for live streaming marketing of popular science journals based on 4I theory. [Methods] With the methods of literature research and case analysis, a live streaming marketing mode, which gave the priority to content, emphasized the interest of both the users and enterprises, and the interaction with users, and provided individualized services, was developed. On this basis, the problems in the live streaming marketing of the journals were summarized and the countermeasures were proposed. [Findings] The problems are as follows: lack of diversified content and interaction, a few marketing modes available, and homogeneous personalized services. [Conclusions] The following suggestions are put forward: attracting users with interesting knowledge, emphasizing the interests of users to achieve a win-win result, facilitating the interaction with users, and adopting diverse marketing modes.

Key words: Popular science journal, Live streaming marketing, 4I theory