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| 題 名 | 數位時代的造浪者:生成式人工智慧如何重塑圖書出版的內容行銷策略=Wave Makers in the Digital Age: How Generative AI Is Reshaping Content Marketing Strategies in Book Publishing |
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| 作 者 | 鄭緯筌; | 書刊名 | 大同學報 |
| 卷 期 | 39 2024.12[民113.12] |
| 頁 次 | 頁79-88+113 |
| 分類號 | 312.83 |
| 關鍵詞 | 生成式人工智慧; 圖書出版; 內容行銷; 人機協作; GAI; Book publishing; Content marketing; Human-machine collaboration; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本研究旨在為圖書出版產業在內容行銷範疇的創新應用提供建議,同時為因應生成式人工智慧(GAI)帶來的挑戰提出見解。本研究採取半結構式訪談,對成功運用GAI於內容行銷的出版案例進行深入剖析。本研究探索GAI的顯著作用,特別是GAI在預測讀者行為偏好以及高效自動化內容產製過程中的關鍵能力,顯著提升內容行銷策略的執行效率和成效。此外,本研究進一步探索GAI如何促進內容行銷的多樣性和創新性,生成全新的敘事風格和內容主題,進而突破圖書出版與文化創意的邊界。同時,也審慎考量出版業者在運用AI進行內容行銷時可能遇到的瓶頸與挑戰。基於這些研究發現,本研究提出針對出版社如何有效利用GAI的一系列策略建議。這些建議包括但不限於加強對AI技術的深入理解,建立完善的創作倫理和人才培訓機制,以及鼓勵作者、編輯和技術開發商之間的緊密合作,以共同推動圖書出版產業的創新和永續發展。 |
| 英文摘要 | The study aims to offer recommendations for innovative applications in content marketing within the book publishing industry and provide insights into addressing the challenges brought by GAI. A semi-structured interview method was employed to conduct an in-depth analysis of successful cases where GAI has been used in content marketing. The study reveals the significant roles GAI plays in personalized content creation, precise target audience segmentation, and innovative reader engagement strategies. Particularly, GAI's key capabilities in predicting reader preferences and automating the content creation process efficiently have greatly enhanced the effectiveness and execution of content marketing strategies. Moreover, the study explores how GAI fosters diversity and innovation in content marketing by generating new narrative styles and content themes, thereby pushing the boundaries of book publishing and cultural creativity. At the same time, it carefully considers the potential bottlenecks and challenges publishers may encounter when utilizing AI for content marketing. Based on these findings, the study offers a series of strategic recommendations for publishers on effectively leveraging GAI. These recommendations include, but are not limited to, deepening the understanding of AI technologies, establishing robust creative ethics and talent training mechanisms, and encouraging close collaboration between authors, editors, and technology developers to jointly drive innovation and sustainable development in the book publishing industry. |
本系統中英文摘要資訊取自各篇刊載內容。