Kindle品牌运营研究.pdf

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1、3.1品牌与产品.................................................203.1.1品牌的概念........................................203.1.2品牌和产品的区别联系..............................203.2亚马逊与Kindle电子书......................................213.2.1亚马逊品牌发展历程................................213.2.2Kindle电子书与亚马逊关系构建...

2、..................223.3Kindle电子书的产品设计....................................243.3.1海量电子书资源....................................243.3.2电子书阅读设备的设备更新..........................253.3.3Kindle阅读应用软件................................273.4Kindle电子书的读者群体.....................................283.4.1大众性..

3、..........................................283.4.2精英性............................................293.4.3主动性............................................293.5Kindle电子书产品构建的优势................................303.5.1以阅读体验为首要任务..............................303.5.2低价策略的成功.......................

4、.............313.5.3强大的品牌背书....................................313.5.4目标消费群体购买力强..............................32第4章Kindle电子书的品牌传播.................................334.1品牌经营与品牌传播........................................334.2传播内容：强调品牌核心价值.................................334.3传播策略：以受众为中心....

5、.................................344.3.1定位策略..........................................344.3.2用户满意策略......................................354.3.3情感策略..........................................354.4传播手段：载体配搭.........................................364.4.1广告传播...............................

6、...........364.4.2公共关系传播......................................384.4.3社交传播..........................................384.4.4赞助传播..........................................394.5品牌维护：保障传播效果.....................................404.5.1品牌维护意识......................................404.5.2品牌创新....

7、......................................404.5.3品牌结构优化......................................414.5.4品牌危机处理......................................41第5章Kindle电子书在华品牌运营的困境及思考...................435.1Kindle电子书在华发展历程..................................435.1.1国内电子书发展.........................