双向级联反馈模式的网络图书广告传播机制和策略

摘要

电子商务的快速发展引起图书销售模式和图书产业链的变革，出版商利用网络图书广告向消费者传递畅销书籍信息成为图书销售的重要途径。研究充分考虑了信息流的双向性和反馈性，针对当前网络图书广告的传播现状，提出网络图书广告的双向级联反馈传播机制，对网络图书广告传播中存在的问题提出相关举措，强调有效调节网络图书广告传播的信息流向，合理控制信息的级联放大效应，关注消费者的 UGC 效应才能提高网络图书广告的传播效率，使出版商、政府、消费者三方获得最优效益。%Rapid development of electronic commerce causes reform of book sales and book-related industry chains.The network media is considered as the critical route for the delivery of bestsellers to consumers by publishers.Based on the current condition of network book-ads communication,this study considers the bidirectional characteristics and advertising feedback of information flow,and proposes the bidirectional cascade-feedback model for network book-ads.Then,the corresponding measurements are proposed to solve the problems in network book-ads communication.The results indicate that the effective regulation of information flow of network book-ads communication,reasonable control of the cascade effect,as well as good consideration of consumers’UGC effect can improve the transmission efficiency, and thereby make the publishers,government and consumers get the optimal benefits.