目录摘要...........................................................................................................................................................3关键词.......................................................................................................................................................3ABSTRACT...............................................................................................................................................3KEYWORDS............................................................................................................................................3一、引言...................................................................................................................................................4（一）研究背景.......................................................................................................................................4（二）研究方法、目的和意义...............................................................................................................4（三）图书出版业新媒体营销相关研究综述.......................................................................................4二、我国图书出版企业营销模式的变迁...............................................................................................5（一）传统出版营销模式.......................................................................................................................5（二）网络营销概述...............................................................................................................................6三、当下微博营销的模式种类...............................................................................................................6（一）采用快讯信息营销.......................................................................................................................6（二）利用好长尾效应...........................................................................................................................7（三）利用名人效应营销.......................................................................................................................7（四）举办微博活动营销.......................................................................................................................7四、新媒体对出版企业营销模式和策略的影响...................................................................................8（一）在微博营销与传统图书营销模式的比较...................................................................................8（二）积极影响.......................................................................................................................................8（三）消极影响.......................................................................................................................................8五、利用微博进行图书营销改进策略...................................................................................................9（一）建设好图书官微形象...................................................................................................................9（二）做好微博内容营销，提高整体深度广度...................................................................................9（三）注重内容话题的新颖有趣..........................................
