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An Analysis of Integrated Marketing Communication Strategy of AR Science Books: Take Future Machinery World as an Example
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Rongting Zhou*, Xianfeng Hu
Studies on Science Popularization | 2019, 14(2) : 11 - 17
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Studies on Science Popularization | 2019, 14(2): 11-17
• Theoretical Studies •
An Analysis of Integrated Marketing Communication Strategy of AR Science Books: Take Future Machinery World as an Example
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Rongting Zhou*, Xianfeng Hu
Affiliations
  • Science and Technology of Communication and Policy, University of Science and Technology of China, Hefei 230026
Published: 2019-04-10 doi: 10.19293/j.cnki.1673-8357.2019.02.002
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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.

AR science book  /  4C theory  /  marketing strategy  /  Future Machinery World
Rongting Zhou, Xianfeng Hu. An Analysis of Integrated Marketing Communication Strategy of AR Science Books: Take Future Machinery World as an Example[J]. Studies on Science Popularization, 2019 , 14 (2) : 11 -17 . DOI: 10.19293/j.cnki.1673-8357.2019.02.002
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Article Info
doi: 10.19293/j.cnki.1673-8357.2019.02.002
  • Receive Date：2019-02-21
  • Online Date：2026-07-29
  • Published：2019-04-10
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  • Received：2019-02-21
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    Science and Technology of Communication and Policy, University of Science and Technology of China, Hefei 230026
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表12种不同金属材料的力学参数
科
Family		 属数
Number of
genus		 种数
Number of
species		 占总种数比例
Percentage of
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Genus		 种数
Number of
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Percentage of total
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鹅膏菌科Amanitaceae 2 11 5.26 鹅膏菌属 Amanita 10 4.78
小菇科 Mycenaceae 2 12 5.74 丝盖伞属 Inocybe 5 2.39
多孔菌科 Polyporaceae 8 14 6.70 蜡蘑属 Laccaria 5 2.39
红菇科 Russulaceae 3 23 11.00 小皮伞属 Marasmius 6 2.87
小菇属 Mycena 11 5.26
光柄菇属 Pluteus 5 2.39
红菇属 Russula 17 8.13
栓菌属 Trametes 5 2.39
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