AR 科普图书的整合营销传播策略探析 ——以《未来机械世界》为例

An Analysis of Integrated Marketing Communication Strategy of AR Science Books：Take Future Machinery World as an Example

中文关键词: AR科普图书 4C理论 营销策略 《未来机械世界》

英文关键词: AR science book  4C theory  marketing strategy  Future Machinery World

中文摘要:

      AR 科普图书具有提升阅读体验、三维内容呈现以及多感官互动体验等优势，成为媒体融合环境下出 版业发展新趋势和利润增长点。要推动AR 科普图书市场健康稳定的发展，需要采用适当的营销策略。本文从 AR 科普图书现存的问题入手，提出了在4C 营销理论的构建下，AR 科普图书消费者策略的设计、成本策略的 设计、便利策略的设计以及沟通策略的设计，并在该理论的指导下，以《未来机械世界》AR 科普图书为对象做 出探索性的营销实践。

英文摘要:

      AR science books, which carries advantages of improving reading experience，three-dimensional content presentation, and multi-sensory interactive experience，have become a new trend and profit growth point of the publishing industry under the media integration environment. To promote the healthy and stable development of AR science book market，it is necessary to adopt appropriate marketing strategies. This paper starts with delving into the existing problems of AR science books，and proposes idea of the design of AR science book consumer strategy，the design of cost strategy，the design of convenience strategy，and the design of communication strategy under the construction of 4C marketing theory. Under the guidance of the theory, exploratory marketing practices are targeted at AR Science Books of the Future Machine World.