“罗辑思维”微信售书模式研究

发布时间：2018-03-05 02:10

本文选题：微信售书　切入点：微信公众号　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：微信售书是近几年才兴起的,微信在推出后就一直在完善自身的功能,用户数也一直在飙升,微信支付功能开通后迅速融入了用户的社会生活,改变了大众的消费习惯,更成为微信售书的重要支付手段。随着新媒体技术和社交软件的快速发展,移动阅读和碎片化阅读逐渐成为主流,作为我国第一大社交平台的微信自然成为自媒体的聚集地,在为用户提供优质阅读内容的同时也在培养用户的阅读习惯。第一本在微信上架的图书新版《文化苦旅》销售火爆,让出版商看中了微信这个新兴的图书销售平台,出版社、书店、自媒体也纷纷依托微信商城开始卖书。与传统的图书销售渠道相比,微信平台的图书销售具有营销更精准、支付更便捷的优势,如今已成为了宣传新书和销售图书的新渠道。说到微信售书就不得不提"罗辑思维"。在纸质书常年处于微利的状态下,"罗辑思维"微信售书却异军突起,将图书生意做的风生水起。"罗辑思维"是由著名媒体人罗振宇主创的,主要包括一档脱口秀节目、微信公众号以及推出不久却火到不行的"得到APP"。"罗辑思维"通过每周一期的脱口秀节目吸引粉丝,向粉丝展示罗振宇的人格魅力,利用微信平台将粉丝聚集在一起,通过线上线下丰富的活动构建社群经济,每周一次的图书上新和软文营销,将粉丝逐步转化为付费用户。"罗辑思维"首创的60秒语音,延续了视频节目的微型脱口秀风格,如仪式般每天早上准时与用户见面,在"罗辑思维"微信公众号众多的板块中,成为最重要的传播符号。作为微信售书最成功的案例,"罗辑思维"在用户培养、用户体验、用户转化以及销售模式方面都有值得借鉴的地方。本研究以"罗辑思维"为案例,通过对"罗辑思维"受众和图书的定位、传播符号的塑造、社群经济的建构以及图书的销售渠道进行分析,呈现出"罗辑思维"微信售书的模式,以期给业内以启发。全文主要分为绪论、正文和结束语三个部分,正文部分为第二章到第六章。第一章,绪论部分,主要介绍了论文的选题来源、研究目的及意义、研究综述、研究方法和创新性。第二章,微信售书的兴起。该章主要分析了微信售书兴起的大环境,第一节主要分析了微信公众号为售书提供了新平台,以及第一本在微信销售火爆的图书新版《文化苦旅》,打响了微信售书的第一枪;第二节分析了用户阅读和消费习惯的变化助力了微信售书的发展。分析微信售书的兴起主要是为下文做铺垫。第三章,"罗辑思维"销售的图书产品分析。笔者以"罗辑思维"微商城销售的图书为研究对象,从定价策略、产品策略、销售策略三个方面进行分析,总结出微信平台销售的图书具有高定价、不打折、多形态、限量销售等特点。第四章,"罗辑思维"的粉丝培养与付费用户转化。该章主要从粉丝培养和转化的角度探讨了微信平台图书销售的客户来源。第五章,"罗辑思维"微信售书模式分析。笔者分析了 60秒语音的内容、特点、作用,线上、线下活动的作用,读者、图书的定位以及图书的销售渠道等方面探讨了"罗辑思维"的微信售书模式。第六章,微信售书存在的问题及启示。总结微信售书存在的问题并指出微信售书对业内的启示。结语部分总结全文,指出不足。
[Abstract]:WeChat books is rising in recent years, after the launch of WeChat has been improving its function, the number of users has soared, WeChat payment function to open quickly into the user's social life, changing the public's consumption habits, it has become an important branch of WeChat books pay means. With the rapid development of new media technology and social software, mobile reading and fragmented reading has gradually become the mainstream, as China's largest social networking platform WeChat being gathered from the media, to provide the high quality reading content for users at the same time also in the training of users reading habits. The first book in the book version of "WeChat shelves cultural journey > sales hot, let publishers fancy WeChat in this new book sales platform, publishers, bookstores, media also have to rely on WeChat mall started selling books. Compared with the traditional book sales channels, WeChat The platform of book sales marketing is more accurate, more convenient to pay advantage, has now become a new channel for the book publicity and sales books. When it comes to WeChat books will have to mention the "logic of thinking". In the book in a small profit perennial state, the logic of thinking of WeChat to sell books but will A new force suddenly rises. book business. Do fast. The logic of thinking by the famous media people Luo Zhenyu creative, including a talk show, WeChat public number and launched soon but to not fire "APP". The logic of thinking through every Monday talk shows to attract fans, to show fans of Luo Zhenyu personality charm, use the WeChat platform will fans gather together through online and offline activities rich in the construction of the community economy, and new marketing weekly book, fans will be gradually transformed into paying customers. "The first logic thinking 60 Micro seconds speech, talk style continuation of the video program, such as a ritual every morning on time to meet with the user, in the logic of thinking, many of the WeChat public sector, has become the most important symbol. WeChat books as the most successful case, the logic of thinking in user training, user experience the user conversion and sales model, there is a worthwhile place. In this study, the logic of thinking as a case, through the positioning of the logic of thinking of audience and books, building communication symbols, community economic construction and book sales channels are analyzed, showing the logic thinking of WeChat books the model, in order to give the industry inspiration. This paper is divided into introduction, body and conclusion of three parts, the body part is the second chapter to the sixth chapter. The first chapter, the introduction part, mainly introduces the topic selection of this thesis, the purpose and significance of the research, research synthesis The research methods and innovation. The second chapter, the rise of WeChat books. This chapter mainly analyzes the WeChat book the rise of big environment, the first section mainly analyzes the WeChat public number provides a new platform for the books, and the first in the WeChat sales book version < > cultural journey, fired the first shot in WeChat books the second section analyzes the changes of power; and the consumption habits of the user to read the book. WeChat WeChat Book Analysis of the rise is mainly for the following. In the third chapter, the analysis of the logic of thinking "sales of book products. According to the logic thinking micro mall sell books as the research object, from pricing strategy, product strategy, marketing strategy three aspects analysis, summed up the WeChat platform to sell books with high price, no discount, multi form, Limited sales characteristics. The fourth chapter, the logic of thinking of the fan culture and paying users Transformation. This chapter mainly from the perspective of fan culture and transformation of the WeChat platform book sales customer source. In the fifth chapter, the analysis of the logic of thinking "WeChat book mode. The author analyzes the 60 seconds of voice content, characteristic, function, online, offline activities, readers, books and books positioning sales channels and other aspects of the logic thinking mode of WeChat books. In the sixth chapter, the problems existing and enlightenment. WeChat book summary of WeChat Book Problems and pointed out the inspiration of WeChat books in the industry. The conclusion part summarizes the full text, points out the insufficiency.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7-F

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