网络营销以其特有的优势,已成为出版业整体营销战略的重要组成部分,并对其生存和发展产生越来越大的影响。然而,由于目前出版业对网络营销在认识上还存在一些误区,从而影响到出版业网络营销的具体实施和成效。本文首先探讨了出版业网络营销的内涵及优势,并以4C理论为依据,提出出版业实施网络营销的相应对策。 With its unique advantages, Internet marketing has become an important part of the overall marketing strategy in the publishing industry and has an increasingly greater impact on its survival and development. However, due to the current misunderstanding of the internet marketing in the publishing industry, it affects the implementation and effectiveness of the internet marketing in the publishing industry. This article first explores the connotation and advantages of internet marketing in publishing industry. Based on 4C theory, this paper puts forward the corresponding countermeasures for internet marketing in publishing industry.