微信平台图书社群营销模式探究

发布时间：2018-05-29 23:37

  本文选题：微信营销 + 图书社群营销　； 参考：《出版广角》2017年04期

【摘要】：用户社群化使得基于微信平台的图书社群营销迅速崛起,除出版单位自建微信社群外,还有许多提供知识服务的社群,这就促使出版业转向一个内容过剩但营销注意力不足的方向。在微信社群营销逐渐成为出版机构营销重点的同时,其运营方式和营销效果都有待改善和加强,本文针对微信社群图书营销现状提出消费者与图书口碑测评、微直播轻应用、跳出出版做营销的第三方垂直营销策略。
[Abstract]:User communitalization has led to the rapid rise of book community marketing based on WeChat platform. In addition to the self-built WeChat community by publishers, there are also many communities that provide knowledge services. This has prompted the publishing industry to move in a direction where there is excess content but insufficient marketing attention. While WeChat community marketing has gradually become the focus of publishing organization marketing, its operation mode and marketing effect need to be improved and strengthened. This paper, aiming at the current situation of book marketing in WeChat community, puts forward the evaluation of consumer and book reputation, which can be used as a light application of microbroadcast. The third party vertical marketing strategy that jumps out of publishing to do marketing.
【作者单位】： 河北政法管理干部学院;
【基金】：河北省规划办河北省社会科学基金项目(省)级课题“互联网+时代阅读行为与阅读推广策略研究”编号(HB16TQ002)研究成果之一
【分类号】：G230.7-F
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本文编号：1952941