基于消费者角色感知的图书过度展露探析

Study on Overexposure of Books: Based on the Role Perception of Book Consumer

针对图书消费感知第一步"展露"过程中可能出现的"过度展露"问题,尝试从选书者、读书者、买书者三个基本图书消费者角色出发加以探讨,对了解目标角色过度展露感知、客观评估调节刺激量进行研究、有利于有效传导图书价值、切实促进图书消费,亦可为如何分析把握图书营销展露刺激方向和程度厘清可行的思考路径。

According to overexposure which may occur on the first step ＂expose＂ to consumer perception, the paper tries discussing in detail from three basic roles of book consumer ： selector, reader and buyer. It has practical significance to understand overexposure perception of the target role, objectively evaluate and adjust the stimulation quantity, effectively transmit book value and promote book consumption. It can also clarify feasible thinking path of how to analysis the direction and extent of stimulation on book marketing.