图书的网络营销模式研究

On the Network Model of Books Marketing

随着Web2.0的普及,使得图书网络营销呈现受众量大、信息资源丰富、信息流动性强、数字化营销、个性化营销等商务化运作特征。通过对图书网络营销模式的研究,得出图书网络营销在传播特征上具备点对点与点对面两种形式,而在价值交换上运用便捷安全的电子商务支付系统,恪守以受众为中心的人性化送货方式,售后评价方面重视能动性信誉评价。

With the popularity of web2.0,the network marketing presents operation characteristics of big audience size,extensive information resources,rich information flow,digital marketing and personalized marketing.Through the research of the network marketing,this article concludes that propagation of books network marketing have characteristics of peer-to-peer and point opposite;convenient electronic secure payment system is used in the exchange;audience as the center of humanized delivery is strictly adhered to;the after-sales initiative credit evaluation is emphasized.