方　卿　王　涵

(武汉大学信息管理学院)

【摘　要】不断兴起的新媒体工具对出版企业的营销方式产生了重大影响，众多传统出版企业开始利用微博、微信、社区、众筹等方式构建自身的网络营销平台，推动了出版网络营销理论创新。近年来，从新媒体视域研究我国出版营销的研究成果层出不穷，本文从网络营销历史沿革及出版网络营销的发展入手，梳理了近五年来我国出版企业微博营销、微信营销、网络社区营销、众筹营销、数据密集型精准营销的最新研究进展，并对其应用现状、传播特点、策略进行评述及反思，为传统出版企业进行营销方式的转型提供借鉴。

【关键词】出版营销　微博营销　微信营销　研究进展

Progress in Research on Publishing Network Marketing：2010—2014(www.daowen.com)

Fang Qing　Wang Han

(School of Information Management，Wuhan University)

【Abstract】The rise of the new media platform have an impact onthe marketing of publishing enterprise.Many traditional publishing enterprises began to use microblog，WeChat，online community，crowdfunding to build their own network marketing platform.It promote the innovation of network marketing theory.In recent years，the academe makes enough recognition with it and we can find a lot of research production.From the development of network marketing，the article discusses the marketing of microblogging，WeChat，online community crowdfunding in Chinese publishing enterprises.At the same time，review and reflect on their application status，communication characteristics and strategies.It provide reference of the transformation of traditional publishing enterprises.

【Keywords】publication marketing micro-blogging marketing wechat marketing research progress