高校出版物具有得天独厚的内容资源优势,在营销中具有针对性强、专业性强的特点。在新媒体环境下,高校出版物的传统营销模式存在诸多不足,需要与新媒体融合发展以共同推进高校出版物的宣传推广。新媒体环境下适合高校出版物的营销媒介主要有互联网平台、微信、微博等,高校出版物的宣传推广应在与新兴营销媒介融合的基础上,构建适合高校出版物特点的营销模式,例如程序化营销模式、社会化媒体营销模式和话题营销模式。 University publications have unique advantages of content resources, marketing has targeted, highly professional characteristics. Under the new media environment, there are many problems in the traditional marketing mode of university publications, which need to integrate with the new media to jointly promote the promotion of university publications. Marketing media suitable for college publications under the new media environment mainly include Internet platforms, WeChat and Weibo. Publicity and promotion of university publications should be based on the integration with emerging marketing media to build a marketing model that is suitable for the characteristics of university publications. For example, Programmatic marketing model, social media marketing model and topic marketing model.