自媒体时代童书出版社群营销的逻辑研究--以微信公众号为例

A Study of the Logic about the Community Marketing of Publication of Children's Books in Self-media Age: Taking We Chat Public Accounts as an Example

近年来,众多专营童书出版及分享推广的微信公众号开始崛起并引发大量关注。以微信公众号为例,从自媒体童书出版的社群营销这一角度入手,试图探讨自媒体童书出版社群营销的逻辑。研究认为,以"趣缘群体"为核心建构的社群以及通过人格化的意见领袖而形成的凝聚力,是童书社群营销的基础;社群的认同感以及由此引发的消费行为,是童书社群营销的核心:通过社群内部成员的分享和交流而建构认同感,从而让成员的消费意愿在不知不觉中得以产生,改变了传统图书"硬广告"的生硬之感;而社群的维护和发展则主要通过注重人际传播与群体传播、鼓励核心成员分享互惠、保持社群黏性以及强化意见领袖的"人格背书"等方式来促进童书出版社群营销的可生长点。

Recent years many WeChat public accounts which focus on the publication and sharing of children’s books have attracted a lot of people.This paper takes WeChat public accounts as a case study to discuss the logic of the community marketing on the publication of children’s books.The paper draws some conclusions.First,the basis for the community marketing of the publication of children’s books is the construction of the community and the cohesion formed through the personalization of opinion leaders.Second,the core of the community marketing about the publication of children’s books is the community identity and the sequential consumer behavior.Third,there are three ways for the sustainable development of the community marketing:relying on both interpersonal communication and group communication,sharing in the core members to keep the viscosity of the community,and to strengthen the credibility of opinion leaders.