基于4V营销理论的实体书店发展策略

发布时间：2018-03-30 22:29

  本文选题：V营销理论　切入点：实体书店　出处：《编辑之友》2017年09期

【摘要】：4V营销理论重视提供差异化产品及服务,满足消费者个性化和情感需求,强调附加价值,追求"共鸣"。文章分析了当前实体书店发展困境原因,基于实体书店"自救"角度,阐述实体书店运用4V营销理论发挥比较优势,打造"第三空间",通过众筹、VR等提升顾客卷入度,"逆亚马逊思维",与上下游产业链共筑"读者云"等策略,从而提升竞争力。
[Abstract]:4V marketing theory attaches importance to providing differentiated products and services, satisfies consumers' individualized and emotional needs, emphasizes added value and pursues "resonance". This paper analyzes the reasons for the current predicament of the development of physical bookstores, based on the perspective of "self-saving" of physical bookstores. This paper expounds the strategies of using 4V marketing theory to exert comparative advantage, to create "third space", to promote customer involvement through crowdfunding VR, to "reverse Amazon thinking", and to build "reader cloud" with upstream and downstream industry chain, so as to enhance competitiveness.
【作者单位】： 重庆工商大学文学与新闻学院;
【基金】：重庆市社会科学规划培育项目“基于供给侧结构性改革视角的重庆产业转型升级动力机制研究”(2016PY03) 重庆工商大学成渝经济区城市群产业发展协同创新中心开放课题“成渝城市群文化产业影响因素及发展对策研究” 重庆市教委人文社科研究项目“新媒体视阈下重庆大学生媒介素养教育对策研究”阶段性成果(14SKH12)
【分类号】：G239.23
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本文编号：1687961