图书营销中微信功能的运行反思与创新策略

Reflection and Innovation Strategy on the Operation of Wechat Function in Book Marketing

充分利用微信平台移动互联和"点对点"的技术优势,将相应产品直接推向广大消费者,已成为目前最为流行的营销方式之一。微信平台以其高效便利、互动性强以及成本低廉的特点,在图书营销中能够发挥出有效作用。然而,图书微信营销在实践中仍存在见效慢、营销方式刻板、忽视品牌形象建设等诸多问题,从而使微信营销作用的发挥受到很大的限制。对此,应当通过加大对微信营销的投入、创建全新的微信营销模式、将微信营销纳入企业的品牌战略等路径对图书微信营销的功能进行优化,让微信的功能在图书营销中得以充分的发挥。

To make full use of the advantages of mobile Internet and the technology of point to point in Wechat platform, and put the corresponding products directly to the vast number of consumers, has become one of the most popular marketing mode. Wechat platform with its characteristics of high efficiency and convenience, strong interaction and low cost, has a strong push function to the book marketing. However, there are many problems in the practice, such as the slow effect, the rigid marketing way, the neglect of the brand image construction and so on, which make the wechat marketing have a lot of limitations. In this regard, it should take some measures, such as increasing wechat marketing investment, creating new wechat marketing model, putting the wechat marketing into enterprise＇s brand strategy, so as to fully realize the role of wechat in the book marketing.