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數位出版商務之整合行銷傳播研究

By 詹雅琪

Abstract

[[abstract]]The research tools in this project are questionnaires and interviews. The results of the research indicate that the major Taiwan publishers publish e-books and databases. Digital publishers are mainly content providers, technology providers, platform sellers, and system sellers. As different sectors have their own resources, strategic alliances between same and different businesses is rather common. Marketing strategies emerged from the early B2C – e-books oriented to market B2B – content and database products. From the digital business’ integration marketing and communication modes, the researcher discovered that and communication exerts positive impacts on consumers’ databases and enterprise. The marketing tool now is mainly the internet; however, it will become diversified as the carriers and routers get better and more convenient. The major barrier is that the use of the Internet is not common, and there is a lack of suitable hardware providers, service fees, and privacy. Concerning the development target of digital publishing, it is better through educational types, matters of high marketing values, and integration with pictures, to market a difference from paper publishing.

Topics: 數位出版商務;整合行銷傳播;電子書;內容資料庫, Digital publishing business;IMC;E book;Content database, [[classification]]52
Publisher: 國立臺灣師範大學圖文傳播學報編審委員會
Year: 2013
OAI identifier: oai:ir.lib.ntnu.edu.tw:309250000Q/122846
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