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ID:34291598
大小:5.39 MB
页数:45页
时间:2019-03-04
《移动互联网时代独立书店微信营销研究》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、万方数据gainedmorebusinesswisdom.WiththerapiddevelopmentofmobileIntemetandtheriseintheWechatmarketing,independentbookstoreoperatorsbegaintofocusontheirowndemands,suchasexpandingitsownbrandreputationeffect,effectivecontrolofmarketingcostsaswellasbuildamobilereadingplatformdevelo
2、pment.TIleytryusingtheWechatmarketingapproachtoimprovetheoperatingstatus.Bysurveying20independentbookstores’Wechatofficialaccounts’pushserviceinJanuary2015toAprilofdifferentcitiesinChina,thisarticlesortandsummarizethesituationofindependentbookstores’accountauthentication,th
3、ewayofinformationpushedandinformationcontent.Bysortingout,thewriteraccountthattherewerethreedifferentWechatmarketingdominantmodesinWechatmarketing,thatwerepropagandaservicemode,interactivemarketingmodeandmicro-bookstoreonlinemarketingmode.Butforthewholeindependentbookstores
4、,asanewmarketingchannel,Wechatmarketingisstillinitsexploratorystage.Intheprocessofmarketingcommunication,independentbookstoresWechatmarketinghasseveralproblems.Suchas,thelackofspecificWechatmarketingstrategyconsciousness,pushwayunreasonable,inadequatedevelopmentplatformcapa
5、bilitiesandthepresenceofthereader'slowperceptionofpushedcontents.DependingonthemainproblemsofindependentbookstoresinWechatmarketing,theauthorputsforwardsuggestionsfromfiveaspects,whichincludeformulatingWechatmarketingstrategy,optimizingthepushwayofinformation,perfectingWech
6、atplatformservices,strengtheningthemanagementofWechatplatformcontentandbuildingacross-platformpromotionsystem.Keywords:MobileIntemet;IndependentBookstores;WechatMarketingIV万方数据目录摘j耍⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.IAbstract⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.1l
7、Ijjl}论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.1一、研究背景及意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯1二、文献综述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯2三、研究方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯6四、文章架构⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯7第一章国内独立书店的发展概况⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。9第一节独立书店的概念及文化价值⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一9一、何谓独立书店?⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯
8、⋯⋯⋯⋯⋯9二、独立书店的文化价值⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..10第二节独立书店的生存现状及困境分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯12一、独立书店的生存现
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